From: Jim

The following was listed in Promo Magazine’s weekly email blast. Might be old news, but it’s new to me:

Minneapolis-based General Mills’ foodservice division last week launched a program that puts “LOTR:FOTR” inside high school and college cafeterias.

School foodservice operators receive promotional kits containing movie posters, static clings, T-shirts, and buttons when they order qualifying General Mills products. Students who accumulate three stamps on custom “frequency cards'” by purchasing General Mills products score a movie poster and enter into a sweeps offering JVC electronics as prizes. The sweeps runs through Jan. 31.