We used radio to put music superstars within kids’ reach. We created “Mac & Cheese-a-palooza”, a fully-branded concert experience featuring the Cheetah Girls, a popular Disney girl-band. We partnered with Radio Disney to drive awareness and entries to win tickets to the event. We even put the Cheetah Girls on-pack, prompting kids to ask Mom to purchase the product.

July shipments increased +20% at Wal-Mart versus the same time period last year.Consumers participated via 92M contest entries (versus 15M for the 2006 CKIA promotion).Sales rose +3% versus the same time period last year.