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Slim Jim Gets ‘Spicy’ with Interactive Campaign


Amy Johannes


June 4, 2008

ConAgra Foods is giving its Slim Jim brand a kick with a new campaign that promotes the snack’s “spicy side” through interactive experiences.

Visitors to can create an avatar by uploading photos to show their “spicy side,” a smaller version of themselves that goes crazy when they eat a Slim Jim. People can also explore “Spicy Town,” the fictitious online town, to find hidden Slim Jims, chat with friends and challenge others on fighting platforms like “Street Fighter” or Mortal Kombat.”

More than 1,100 spicy side avatars have been created since the campaign’s launch on Monday. The brand is supporting its theme with a tagline, “No one is responsible for what happens when a spicy side gets their hands on a Slim Jim.”

TV spots and P-O-P displays will drive people to the microsite. Gaming and social networking experience will also be part of the campaign on Facebook, MySpace, IGN Entertainment Games and World Wrestling Entertainment.

Venables Bell and Partners is handling the campaign, its first since winning the account last year from Crispin Porter and Bogusky. The agency partnered with Mechanism to produce the Web site.




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