ConAgra gets saucy in new promo

'What's Your Saucy Dish' is inviting consumers to show off their culinary talent for a chance to win a cooking-themed getaway.

To pump its VH sauces, Mississauga, Ont.-HQ’d ConAgra Foods bowed a promotion called ‘What’s Your Saucy Dish’ yesterday. Until Nov. 26, consumers are being encouraged to show off their cooking skills by submitting saucy spins on existing VH Fall recipes or posting a VH recipe of their own on the contest microsite.

‘Our goal is to give moms quick and delicious meal solutions and inspire them to express their creativity in the kitchen,’ explains Jason Quehl, ConAgra’s senior brand manager. ‘This promotion allows consumers to show off what they can do in the kitchen and have some fun in return.’

Three winners will be selected to receive a three-day cooking getaway for two to Niagara-on-the-Lake. The prize includes round-trip transportation, accommodations, a one-day VH cooking course and $500 spending money. There are also 500 secondary prizes of VH ‘I’m a Saucy Dish’ aprons.

The initiative is being supported with television, print and online advertising as well as in VH’s fall recipe books and in-store promotions. ConAgra partnered with Leo Burnett, Starcom MediaVest, OSL Marketing, Arc Worldwide, Department 71 Alliance Atlantis and Rogers Communications for the promotion.