Promo Magazine, the nationally recognized authority on effective, innovative promotions, honored Keebler's "Ernie Awards" campaign with inclusion in its prestigious Creative Gallery.
Keebler used the value of the Academy Awards' star-power in a promotion that asked consumers to vote for Best Actor and Actress, Best Picture and Best Snack Cracker via Ernie Award ballots found on specially-marked boxes of Keebler Munch 'ems and in Munch 'ems displays nationwide. A sweepstakes offer gave consumers the chance to win a trip to Hollywood and Universal Studios, a Zenith stereo TV and VCR and a hit film video library. More than 30,000 additional winners received $300,000 worth of movie-related prizes. The promotion was supported with a full-color FSI, 30-cent-off coupons, full-page ads in People and TV Guide magazines and 30-second TV spots.
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