Rather than focus on what consumers can win in its annual "Cruisin' to Win" promotion, this year Irving is focusing on what consumers can't win.

St. John's based agency Target produced a series of radio ads highlighting bizarre and off the wall things that cannot be won in the promotion, including garbage trucks, bundt cakes, squirrels and the moon. Irving is hoping this approach will successfully imply that customers can win almost anything else.

"We wanted to continue to differentiate Irving's Crusin' To Win from the sea of other contests out there," said Terri Roberts, one of Target's writers. "It's the exact opposite of what other contests are focusing on."

During Target's long relationship with Irving, the company has always welcomed innovation and humour, she said.

"Irving is a great client to work with. They recognize that in order to get people's attention you have to be different and stand out."

During the promotion, customers can win iPods, free gas for life, trips to Orlando, new and vintage Ford Mustangs, and other weekend getaways. The promotion is supported by an advertising campaign with radio spots as well as billboard and transit ads.

- Russ Martin

Originally published in Marketing Magazine, July 2008