Safeway and Lucerne Name The Art of Dairy Contest Finalists

March 22, 2011

Safeway Inc. and its private label Lucerne brand selected 30 students finalists to compete for a $30,000 grand prize in The Art of Dairy "Sharing Joy" Art Contest.

2009 Grand Prize Winner

The contest gives high school students the chance to display their artistic and creative talents on an unconventional canvas -- a life-sized fiberglass cow. To promote dairy products as healthy snack alternatives for kids, Safeway and Lucerne asked high school students to submit designs to interpret how they share joy through the arts. Thousands of students from as far away as Alaska and Hawaii stepped submitted entries.

Including this year's $60,000 prize pool, Safeway has awarded $327,000 in prize money and funds for art supplies through The Art of Dairy Art Contest.

In the final phase of the competition, the finalists will transfer their designs to life-sized fiberglass cow sculptures. Each school receives a $250 stipend to purchase art supplies that their student finalist uses to decorate the cow sculpture.

The Grand Prize winner will receive $20,000 for their school's art department, plus $5,000 each for the winner and their art teacher. The First Prize winner receives $5,000 for their school's art department, plus $2,500 each for the student and teacher. Honorable Achievement winners and their teachers receive $1,000 each. The remaining 25 finalists will receive $500 U.S. Savings Bonds.

Once completed, the decorated cows will be on display at Safeway stores near the finalists' schools during the final judging phase. Winners will be announced in early May.

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Keywords: private label dairy, private label marketing

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