Pillsbury Contest Helps Promote Independent Bakeries

SKMBT_C35310113016200General Mills, Inc. caught our eye at the 2010 IBIE Expo while promoting their Pillsbury “Make a Cake Face!” Sweepstakes. Directly in the front of the General Mills booth, stood a full-blown photo booth, ready for the taking. A General Mills employee was on hand to help us accessorize with feather boas and party hats. Very quickly, a line had formed behind us, as tradeshow goers wanted to capture their own “cake face” on film.

Pillsbury describes a cake face as the “look” on a baby’s face after their first taste of birthday cake, the look on a face after you sink your teeth into a bite of your surprise birthday cake, or the look on a face after you feed your new bride that first bite of wedding cake. Of course, it can also be the look of two silly girls, who found a free photo booth at the end of a long tradeshow.

The goal of Pillsbury’s sweepstakes is to drive traffic and consumer loyalty with independent retail bakeries. Bakeries can visit www.facebook.com/makeacakeface and sign up to receive a free promotional kit which includes counter cards, bakery box stickers and additional information to help drive traffic. Bakeries are encouraged to promote the Make A Cake Face Sweepstakes by utilizing the promotional signs in their bakery and placing the stickers on their cake boxes.

OLYMPUS DIGITAL CAMERAPillsbury hopes the promotional material will move customers to complete a sweepstakes entry form and upload their own cake face photos on the Facebook page. Customers that upload photos will be eligible for eight monthly drawings of $100 each and one grand prize drawing for $2,500. The bakery chosen by the grand prize winner also wins $2,500.

Follow our lead and upload your own cake face photo to the Sweepstakes’ Facebook page. This contest ends May 31, 2011 and we think Pillsbury’s promotional efforts take the cake!