Tuesday, August 20, 2002
Nickelodeon is putting an offer for a free magazine on bread wrappers.
By DON SHILLING
VINDICATOR BUSINESS EDITOR
BOARDMAN -- Schwebel Baking Co. is teaming up with Nickelodeon in a first-of-its kind promotion for both companies.
More than 3 million loaves of Schwebel's Giant bread are on store shelves now with a label that allows people to receive a free issue of Nickelodeon Magazine.
"This promotion gives Nickelodeon an opportunity to reach out to kids through their parents, which has always been a most effective means of getting our message across," said Michelle Piccolo-Hill, consumer promotion director for the magazine.
The magazine contains comics, sports, jokes, pranks, puzzles and features on science, history and pop culture and is aimed at children between 6 and 14.
The deal is an opportunity for the children's programming network to promote its magazine. It also allows Schwebel to be affiliated with a name brand that is well-respected across the country.
How it works
By mailing in the label, a consumer would receive a trial issue of the magazine and then 10 more issues at a cost of $1.99 per issue. The consumer can cancel the order without cost after receiving the trial issue.
The labels are on bread in all of Schwebel's territory, which includes almost all of Ohio, much of Pennsylvania and parts of West Virginia and New York.
The campaign will last until the loaves with the labels are sold, which is expected to take 10 to 12 weeks.
Lee Schwebel, director of corporate communications for the Boardman-based bread company, said he approached Nickelodeon nine months ago.
He said Nickelodeon officials and those at its parent company, Viacom, were receptive to working with Schwebel's once they understood its market territory and proposed the idea of hooking up with Nickelodeon Magazine.
shilling@vindy.com