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The contest, called “Create Our Ad,” challenges foodservice professionals to develop print or video advertisements focusing on the back-of-house cleaning and sanitation needs of their industry. The winner will receive $1,000, and his or her ad will become part of the company’s advertising campaign. Procter & Gamble Professional will award $500 and $250 to the second and third place winners, respectively. Winners also will receive an introductory case of each product in the Dawn Grease Fighting Arsenal..
“People who work in the foodservice industry have remarkable insight, and we’re always interested in their perspectives,” said Janette Theis, assistant brand manager at Procter & Gamble Professional. “We hope they have fun with it.”
In addition, the company has developed a web site, www.pgbrands.com/createourad, to offer contest details, general guidelines and suggestions to help non-advertising professionals create ads. Contestants will also be asked to recommend the publication or Web site where their entry should run.
Previous campaigns inviting consumers to create ads include an effort by GM’s Chevrolet division to promote the 2007 Tahoe, a Mentos sponsored Geyser Video Contest, and the Utah Department of Transportation, which sponsored a competition to create commercials on the dangers of drowsy driving. While those were focused on the retail market, Procter & Gamble Professional’s Create Our Ad contest is among the first to apply the concept in a business-to-business setting.
Procter & Gamble Professional will accept entries through October 16. Winners will be announced on October 31, with the winning ad appearing in print and online later this year.