Tactics

Food for thought. Canned goods manufacturer Veg*All scored 8.5 million media impressions last year by cooking up a ready-made feature for newspaper food editors. To promote its "Lucky Seven" Instant Win Game (which will award $7,000 each to seven lucky shoppers this month), the veggie brand developed a broadsheet-sized story - layout and all - focusing on the theme, "Seven Minute Meals." Papers that picked up the dish included The Arizona Republic, Sacramento Observer and Florida Times Union.