EAGLE, ID, June 24, 2009 - H-E-B Grocery stores teamed up with Idaho® potatoes and Paul Prudhomme's Magic Seasoning Blends® to spice up its produce sales in March. The San Antonio-based grocery chain pumped up produce purchases at its Texas locations with a "New Orleans Cooking Adventure" sweepstakes. The month-long promotion enticed H-E-B customers to add flavor to their fare, specifically Idaho® potatoes, with product discounts, and a chance to win a "New Orleans Cooking Adventure" including a trip to New Orleans and a private cooking lesson from famous chef Paul Prudhomme.
"Product tie-ins top our list of successful ways to power up produce sales," said Seth Pemsler, VP Retail-International, Idaho Potato Commission," and H-E-B gets it. Pairing two premium brands entices purchases from consumers loyal to each product, as well as new consumers looking for innovative, yet affordable, meal options."
The supermarket chain promoted the sweepstakes with free-standing Magic Seasoning Blends® product displays near Idaho® potato bins in all 300+ Texas stores. In addition to providing contest entry forms, H-E-B attracted purchases with special savings on premium Idaho® potatoes and Magic Seasoning Blends®, a new Idaho® potato salad recipe card developed exclusively for H-E-B by Chef Prudhomme, and a cooking demo by the master of Cajun cuisine at two San Antonio locations."H-E-B customers were surprised to see celebrity chef Paul Prudhomme in their local grocery store," said Larry Whiteside, Midwest Promotion Director, Idaho Potato Commission. "Word of Chef Prudhomme's appearance drew quite the crowd in the H-E-B produce department, contributing directly to purchases of Idaho® potatoes and Magic Seasoning Blends®."
Thousands of H-E-B customers submitted entry forms via mail and online at www.HEBNewOrleansCookingAdventure.com for a chance to win the grand prize "New Orleans Cooking Adventure" (valued at $4,490). In the end, Katy, Texas, resident Rita Acuna came out on top winning:
Established in 1937, the Idaho Potato Commission (IPC) is a state agency that is responsible for promoting and protecting the famous "Grown in Idaho®" seal, a federally registered trademark that assures consumers they are purchasing genuine, top-quality Idaho® potatoes. Idaho's ideal growing conditions, including rich, volcanic soil, climate and irrigation differentiate Idaho® potatoes from potatoes grown in other states.
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