CARU Recommends ConAgra Modify Broadcast Advertising For ‘Krazy Combo Ka$h’ Sweepstakes

 New York, NY – June 17, 2010 –The Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus, Inc., has recommended that ConAgra Foods modify television advertising for its “Kid Cuisine Krazy Combo Ka$h Sweepstakes,” to better depict the free means of entry and possible prizes.

Advertising for the sweepstakes came to the attention of CARU, the children’s advertising industry’s self-regulatory forum, through CARU’s routine monitoring of advertising directed to children.

The commercial opened with a voiceover that stated:

“Now Kid Cuisine crazy combos mash together crazy things!”

The commercial then showed a child eating dinosaur-shaped chicken nuggets, followed by a close-up of glitter pudding and a shot of the front of the package, which features an ad for the Sweepstakes. The next segment featured Kid Cuisine’s mascot, a cartoon penguin, with stacks of cartoon cash, which transform into video games, sports equipment, and other goods. A voiceover then stated: “You can win Krazy Combo Ka$h, good for all kinds of prizes. Many will enter, few will win. Ask a parent’s permission before going online.”

The commercial closed with the logo for the Sweepstakes, and noted that children could enter by either purchasing a Kid Cuisine meal or logging onto the Sweepstakes Website and getting a free code. There is a disclosure in white on the bottom of the screen, which stated:

No purchase necessary. Many will enter, few will win.

CARU questioned whether the free means of entry was clearly disclosed and whether the Sweepstakes prize – a gift card – was clearly disclosed.

Following its review of the commercial, CARU determined that the quick shot of animated cash transformed into prizes did not clearly inform children that “Krazy Combo Ka$h” is a gift card or explain how the card could be used.

Further CARU determined that the video disclosure regarding free means of entry was inadequate and should be accompanied by an audio disclosure.

CARU recommended the advertiser modify the commercial.

ConAgra, in its advertiser’s statement, said it has “taken steps to ensure that the free means of entry for sweepstakes will be more clearly disclosed in future advertising.” The company said it disagreed that the prize depiction in the commercials was unclear to children. However, the company said it will take “CARU’s concerns into consideration for future sweepstakes advertising to children.”