Mission Foods promotes cooking contest with integrated effort

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Tortilla maker Mission Foods launched an integrated marketing effort June 28 to promote its “Mission Menus Challenge” marketing competition. The campaign includes TV, out-of-home, a sweepstakes, microsite, social media, e-mail and in-store signage. Houston-based advertising agency FKM created the campaign.

The effort encourages consumers to enter the cooking challenge by submitting budget-friendly recipes featuring Mission tortillas at MissionMenusChallenge.com.

“Our strategy is to engage moms throughout the country to use Mission Flour Tortillas by encouraging them to participate in the Mission Menus Challenge,” said Norma Rojas, senior director of marketing at Mission Foods, via e-mail.

On the microsite, consumers can enter to win a trip to Los Angeles. The site requires consumers to share their e-mail addresses to enter, and gives them the chance to opt in to future marketing messages from Mission Foods.

The campaign also includes a series of cook-off events in July and August. Consumers can also enter the contest at these events, which will take place in mobile Mission-branded kitchens in various cities. Entrants will also have the chance to compete in a cook-off in Los Angeles on September 10 for a $10,000 kitchen appliance makeover. Celebrity chef Sara Moulton is the sweepstakes' spokesperson.

The campaign also includes a partnership with nonprofit Share Our Strength, an organization dedicated to ending childhood hunger. The microsite includes a page designed for the nonprofit that allows consumers to donate.

An FKM representative could not be immediately reached for comment.

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