1. Client: McNeil Nutritionals, LLC
Client: McNeil Nutritionals, LLC. The LACTAID® Family Homecoming Recipe Contest.
Objective: Drive trial and repeat purchase of LACTAID® products during the holiday season. The contest was promoted via print ads, banner ads, DJ endorsements and in-store POS.
Mechanics: Consumers were driven to an English or Hispanic web site ( or to submit a favorite holiday recipe containing at least one cup of LACTAID® Milk. Consumers were also able to mail in their entry. DJA translated materials in Spanish and judged the entries to determine the top 15 finalist recipes. Those 15 recipes were then prepared in a test kitchen in order to determine the Grand Prize winner.
Prize: Grand Prize – A family homecoming dinner for up to ten people, which included the winning recipe prepared by a chef in the winner’s home.