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BASEBALL ALUMNI ARE A HIT WITH NABISCO, SARA LEE & MENNEN
Published May 23, 1995
Major League Alumni's '95 marketing lineup will "feature promotions linking its roster of retired greats with Mennen, promotions with two divisions of Sara Lee Meals, and a return engagement with six Nabisco cookie and cracker brands," according to Terry Lefton in BRANDWEEK. MLAM is a non-profit organization of retired major leaguers, which is handled by Pittsburgh-based Hawthorne Sports Marketing. Among the summer brands to link themselves to MLAM: Mennen's Skinbracer will be packaged with three trading cards commemorating great moments in baseball history; Nabisco will offer a Grand Slam Snacks Sweepstakes with autographed baseball merchandise; Sara Lee's Mr. Turkey is running a discount ticket policy with minor league teams in 14 cities. Mr. Turkey will also do a phone-card promo with cards "bearing the likeness" of former baseball greats; and Sara Lee's Jimmy Dean sausage will come packaged with trading cards of former stars such as Mike Schmidt and Catfish Hunter (BRANDWEEK, 5/22 issue).