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[04/29/05 - 12:00 AM]
Conagra Foods & Cartoon Network Team in May for First-Ever Multi-Brand Sweepstakes to Appoint One Lucky Kid the "Big Wig"

[via press release from Cartoon Network]

ConAgra Foods & Cartoon Network Team in May for First-Ever Multi-Brand Sweepstakes To Appoint One Lucky Kid the "Big Wig"

1,000 Wal-Mart Stores to Distribute Trivia Cards on May 14 Pointing Shoppers to ConAgra Foods Packaging for Answers

Integrated On-Air, On-Pack, Print and Online Sweepstakes Lets Winner Be the Cartoon Network Boss for an Entire Day

Cartoon Network and ConAgra Foods today announced the "Big Wig Gig!," an integrated multi-brand promotion-the first time ConAgra Foods has ever done this with a television network-awarding one lucky winner the opportunity to serve as "the boss" of Cartoon Network, personally help select the programming line-up for a three-hour cartoon marathon, enjoy VIP treatment for the day and take a behind-the-scenes tour. Top kids brands including Kid Cuisine�, Hunt�s Snack Pack� pudding, Armour LunchMakers� and Act II� microwave popcorn each will feature on-pack messaging of the "Big Wig Gig!" sweepstakes, alerting kids to visit www.CartoonNetwork.com/BigWigGig to enter for a chance to win a trip to Cartoon Network headquarters in Atlanta and be a TV Big Wig for the day. One hundred second-prize winners also will receive the new Codename: Kids Next Door� Game Boy Advance video game, which is rated "E" for everyone.

Spotlighting characters from four top Cartoon Network series, the "Big Wig Gig!" sweepstakes will launch with on-air support running May 2-15, coupled with online backing at CartoonNetwork.com and on-pack messaging appearing on 25 million packages of the participating ConAgra Foods kids brands on shelf through July 2005. Additionally, Wal-Mart Supercenters have been enlisted to help kick-off the sweepstakes with an in-store "Retailtainment" event on Saturday, May 14. Greeters dressed in Cartoon Network T-shirts at 1,000 stores nationwide will be distributing "Big Wig Gig!" Trivia Hunt Cards that feature questions about favorite Cartoon Network characters (answers to be found on the participating ConAgra Foods SKUs) along with a unique code for an exclusive Cartoon Orbit cToon�, digital trading cards kids collect and trade on Cartoon Orbit, CartoonNetwork.com�s Webby Award-winning online trading community for kids. ConAgra Foods also will create in-store displays of their multiple kids� brands highlighting details of the "Big Wig Gig!" sweepstakes, and sponsor free in-store sampling of Act II� popcorn and Hunt�s Snack Pack Triples� pudding.

"The �Big Wig Gig!� marks Cartoon Network�s third and largest promotion yet with ConAgra Foods since we first joined forces in 2002," said Phyllis Ehrlich, senior vice president of promotions marketing, Cartoon Network Sales and Marketing. "We�re thrilled that our success to date has inspired ConAgra�s first-ever multi-character, multi-brand campaign which will continue in-store throughout the summer months. Our goal was to brainstorm a grand prize package that would allow the winning child to live out a true-life fantasy. Empowering him or her to program Cartoon Network with their favorite shows and characters for the three-hour marathon and spend an entire day at Cartoon Network Headquarters seemed to offer the perfect combination of creativity, authority and peer recognition.

"ConAgra Foods struck a perfect partnership with Cartoon Network and we're delivering a motivating promotion targeting kids," said Ann Rindone, director, integrated marketing services for ConAgra Foods. "Our goal was to develop a kid-empowering concept that would unite our brands under a common theme. At the same time, we needed to ensure we met individual brand goals. Since our brands empower kids to explore their independence-Act II and Snack Pack are convenient for kids, and kids actually "build" their own meals with Kid Cuisine and LunchMakers-offering the chance to become �The Big Wig� strategically and creatively supports our brand messages. Additionally, brands are differentiating with individual messaging and offers by tying in with different Cartoon Network characters and shows. We're delighted that we have leveraged our past successes with Cartoon Network to build a bigger, truly integrated, multi-media program for a core group of ConAgra Foods brands."

Character tie-ins to specific ConAgra Foods brands include the following: Scooby-Doo, Where Are You?� with Kid Cuisine�; Ed, Edd n Eddy� with Hunt�s Snack Pack�; Foster�s Home for Imaginary Friends� with Armour LunchMakers�; and Codename: Kids Next Door� with Act II microwave popcorn.

ConAgra Foods, Inc. (NYSE: CAG) is one of North America�s largest packaged food companies, serving consumer grocery retailers, as well as restaurants and other foodservice establishments. Popular ConAgra Foods consumer brands include: ACT II, Armour, Banquet, Blue Bonnet, Brown 'N Serve, Butterball, Chef Boyardee, Cook's, Crunch 'n Munch, DAVID, Decker, Eckrich, Egg Beaters, Fleischmann's, Gulden's, Healthy Choice, Hebrew National, Hunt's, Kid Cuisine, Knott's Berry Farm, La Choy, Lamb Weston, Libby's, Lightlife, Lunch Makers, MaMa Rosa's, Manwich, Marie Callender's, Orville Redenbacher's, PAM, Parkay, Pemmican, Peter Pan, Reddi-wip, Rosarita, Ro*Tel, Slim Jim, Snack Pack, Swiss Miss, Van Camp's, Wesson, Wolf, and many others. For more information, please visit us at www.conagrafoods.com.

Cartoon Network (CartoonNetwork.com), currently seen in 87.8 million U.S. homes and 170 countries around the world, is Turner Broadcasting System, Inc.�s ad-supported cable service offering the best in original, acquired and classic animated entertainment for kids and families. Overnight from 11 p.m.-6 a.m. (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animation for young adults 18-34.

Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.





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