Client: Lopez Negrete Communications (Guerrero) Objectives: Increase brand awareness and move product, continue to build an emotional connection with the consumer Tactics: Sweepstakes/Cook-Off Event with a Tote Bag Offer Overlay Mechanics: Consumers visited the promotional website (in English or Espańol) to complete an entry form. The website featured a cooking demonstration event calendar (which took place almost every weekend during the promotion with celebrity chefs, Roberto Santibañez and Gina Pacheco), information about Guerrero’s donation efforts, videos, recipes and the chefs’ bios, in addition to a downloadable entry form to mail in. Consumers also had the opportunity to mail in 3 UPCs from participating Guerrero products to receive a Guerrero Tote Bag. Prizes: Five finalists were randomly selected to travel to Los Angeles, California to compete in a Cook Off event to determine the Grand Prize winner. The Grand Prize winner received a personalized training course from celebrity chefs Roberto Santibañez and Gina Pacheco in Los Angeles, California and $10,000!