BIGS Brand Seeds New Ad Campaign

BOULDER, Colo. -- The BIGS sunflower seeds brand is rolling out a new advertising and promotional campaign built around a partnership with the "Jay Mohr Sports" syndicated radio program.

The campaign, which will kick off Jan. 27-31 when BIGS sends Mohr to the Super Bowl, will include live reads, 60-second ads and social media contests, according to the company.

Throughout the spring, "Jay Mohr Sports" will promote the brand’s message, "Everything’s Better with BIGS," as well as local retailers where consumers can purchase the products and the assortment of BIGS flavors.

"Once we learned that Jay was a fan of BIGS, it was natural for him to provide an authentic voice to our consumers and spread a unique message differentiating us from traditional marketing efforts," said Justin Havlick, president and founder of Boulder, Colo.-based Thanasi Foods, BIGS' parent company. "We look forward to sharing many BIG moments with Jay and his listeners throughout 2014."

Additionally, the campaign will feature a variety of social media campaigns on Facebook, Twitter and Instagram, including a contest offering fans a chance to win a trip to Los Angeles to tour the Fox Sports Radio studio, see a live broadcast of the "Jay Mohr Sports" program and receive VIP treatment at one of Mohr’s comedy shows.

Mohr said he is "truly looking forward to this partnership and spreading the word about this great brand to 'Mohrriors' across the country."