Nabisco Ad Campaign Gets Attention

It's hard not to realize that Rachael Ray currently has a partnership with Nabisco. I mean, her picture is all over the grocery store lately, on my favorite Triscuit and Wheat Thins boxes. There's also a special website featuring her recipes for all the Nabisco crackers.

It's easy to understand why you and I are aware of it, but the campaign also caught the eye of the marketing industry. The In-Store Marketing Institute also examined Nabisco's "Celebrate the Holidays with Rachael Ray" campaign. Instead of just putting Rachael's face on the box, Kraft Foods included a recipe booklet developed by Rachael that features dips and spreads for Ritz, Wheat Thins, Triscuit, Sociables and Premium crackers. (They didn't have that at my store!) Plus, if you buy six boxes of Nabisco crackers, you can get Rachael's Express Lane Meals cookbook for only $4.99.

Some retailers went above and beyond. Safeway, Supervalu and Meijer have "house-shaped displays feature a life-size image of Ray standing behind a counter that holds the recipe booklets." In addition to appearing on the boxes, there are also signs that stick out into the aisles.

The most exciting part of the campaign is the sweepstakes for a trip for four to New York City where the winners get to meet Rachael (yeah, I already entered). But you only have a little bit more time to enter yourself - the sweepstakes ends on December 31.


  1. I want a booklet!!! And a cutout :)

  2. Do you think they'd notice if I tried to put the house thing in my purse?


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