Palm tree-studded islands decorate labels of the company's Best Foods and Hellman's brands of spread, promoting a sandwich recipe contest in which 15 winners will get trips to Hawaii for themselves and three family members.
Gail Chew, an HVB spokeswoman, said the program was put together by the HVB's public relations consultants, McNeil Wilson Communications, working with the Best Foods division of CPC International Inc. and Pleasant Hawaiian Holidays, a California-based tour wholesaler which is providing the trips.
The contest is being promoted through a glossy advertising insert going to 64 million homes, Chew said. In addition, the sandwich contest promotion was printed on more than 29 million Best Foods and Hellman's mayonnaise jar labels, Chew said.
There are also several thousand point-of-purchase display cards in grocery stores across the mainland. The sandwich recipe contest is intended to run until the end of September.
The April issue of Progressive Grocer, a trade magazine circulating to 60,000 grocery stores, carried a full page advertisement for the contest.
The promoters offered the grocery stores a chance to enter a Hawaii-trip mayonnaise display contest, sending in photographs of their Memorial Day or July 4th weekend displays, with four prizes, each of a one-week Hawaii visit for two.