Move Lightly and Carry Food Samples

Stephanie Thompson

Cooking Light is once again on the move, bringing into 3-D the tips on healthy food and fitness that it usually imparts two-dimensionally in the pages of the magazine to a circulation of six million. Though the tour to more than 20 cities has been a staple of the magazine’s awareness-building campaign before, this year’s interactive efforts include a popular new element: free food. While tailored kiosks, video monitors, recipe cards, coupons and brochures are all appealing in their own right, response from initial tour stops shows that the addition of a tent offering free low-fat samples from participating sponsors is the most effective draw. After all, everyone likes a chance to dispel the old notion that “there ain’t no such thing as a free lunch.” Enough jelly beans from sponsor Jelly Belly or tastes of sponsor Hormel’s Marrakesh Express couscous can indeed become lunch.

Program: Cooking Light “On the Move” Healthy Living Tour

Marketer: Cooking Light, Birmingham, Ala.

Agency: MarketSource, Cranbury, N.J.; Rosen Group, N.Y.

Key Players: Cooking Light: Chris Allen, publisher; Kate Darden, mktg mgr; MarketSource: Julia Holland, dir of mktg: Rosen: Lori Rosen, pres; Gina Iovino, acct exec

COPYRIGHT 1999 BPI Communications, Inc.

COPYRIGHT 2000 Gale Group

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