Harnessing the Hulk's selling power

ConAgra Foods' ongoing Hulk promotion, which continues through the end of the summer, gives retailers a chance to make more green with sales of Slim Jim, David Seeds, and Pemmican Beef Jerky meat snacks.

The promotional partnership with Universal Pictures "reinforces the size, energy, and strength of our snack brands," says Tina Larson, promotions manager for the Edina, Minn.-based Snack Foods Group division.

As part of the campaign, a special-edition Hulk-sized Slim Jim, the brand's largest product ever, will feed extreme snack cravings while also giving consumers a chance to live a Hulk's life with the "Win a Hulk 'Wreck' Room" sweepstakes, which features a big-screen TV, multiple video game consoles, video games from Vivendi Universal Games' gaming library, a Catnapper recliner with a built-in refrigerator, and $1,000 to paint the room green. In addition, 250 consumers will win The Hulk interactive games from Vivendi.

The promotion involving David Seeds' sunflower seeds gives consumers the chance to find mutant gamma-radiation game pieces in select packages to win big. One green game piece will reveal a grand-prize winner of a Honda Sportrax 250EX ATV, a Honda AquaTraxF12 PWC, and a HondaCR 250R motorcycle, while 100 other winners will receive a custom remote-control Hulk Monster Truck.

Pemmican Beef Jerky, a leading low-fat, high-protein snack, invites active consumers to Hulk up on Pemmican protein and will award one of them a personal gym. One hundred additional instant winners will receive Hulk workout wear. Powerful graphics and a Hulk-sized bonus bag of Pemmican Natural Style Beef Jerky will add 30 percent more free product across all four-ounce bags.

—Meg Major