Client:
McNeil Nutritionals, LLC (Lactaid)

Background:
In an effort to strengthen its connection with Latino consumers, and increase its Hispanic marketing efforts, Lactaid launched "The Lactaid Family Homecoming Recipe Contest" during the 2007/08-holiday season. The program was devised to drive trial and repeat purchases of Lactaid products. Considering the demographic, and their affinity towards family and social events, the client appropriately picked a family homecoming for up to ten people as the Grand Prize to entice visitors to enter for a chance to win.

Mechanics:

• Promotional communication directed consumers to the English or Spanish website (www.lactaid.com or www.lactaidenespanol.com).
  
• Online, consumers had to submit a favorite family dairy recipe to enter.
  
• Consumers could also enter via mail-in submission.
  

Results:
The client was energized by the overwhelming enthusiasm for the brand that was evident in the quality of the entries. The entries were 'kitchen tested' and approved!