Bar-S brand awareness campaign riding high

by Bryan Salvage
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PHOENIX — Bar-S Foods Co., Phoenix, Ariz., which recently announced its web site — — that the company has undergone an extreme makeover, has also launched a new brand-awareness campaign named Bar-S "Quality Food for Family Fun".

Phase 1 started in late March and the campaign will run through September in several test markets. According to Bar-S, its campaign uses a variety of integrated company brand communications, including a branded Bar-S Van and Trailer Grill, radio free standing inserts, in-store P.O.S. (point-of sale) activation and its new web site.

This summer the Bar-S Van and Trailer Grill is touring test markets, conducting more than 150 three-hour retail parking lot sampling events. Three Bar-S clad ambassadors will be grilling and sampling Bar-S products. Consumers who show proof of purchase of at least two packages of Bar-S products get a chance to play spin-the-wheel for Bar-S branded prizes, such as oven mitts, t-shirts, food storage containers, refrigerator magnets and grill tool sets.

Bar-S also created 30 radio ads promoting the new campaign and grilling events. Recorded in both English and Spanish, the radio spots will run through September 2009.

In-store P.O.S. activation will include coupon machines dispensing Bar-S coupons, shopping cart signs and shelf P.O.S. signs.

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