http://www.instoremarketer.org/articles/details.php?id=6034

The Laughing Cow
Flexes Promo Muscles

By Jolene Morelli

Bel Brands USA’s The Laughing Cow is enticing shoppers with an instant-win game.

The game awards a grand-prize home gym package of an elliptical trainer, treadmill and dumbbell set. Two first-prize winners receive "Yogalates" DVDs and 500 second-prize winners get coupons for free product. Game pieces are provided in-pack. The promotion ends May 1, 2007.