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Stride seeks to break records with new campaign

EAST HANOVER, N.J. — Kraft Foods is boosting its marketing efforts for its Stride gum brand with a new campaign.

The "Be Ridiculously Long Lasting" campaign, which runs through Oct. 12, aims to create the record for the "longest lasting streak of long-lasting records," posting a record-breaking video daily on its Facebook page, YouTube channel and a Record Setter Web page for 100 days. The campaign also encourages consumers to upload their own attempts to break the records posted by Stride. At the end of 100 days, the final 100 record holders will win a cash prize of $500 for their long-lasting achievement.

The brand kicked off its Be Ridiculously Long Lasting campaign in New York's Times Square on Tuesday with a record event called Running of the Rams, a play on the famous Running of the Bulls event, which was hosted by celebrity "matador" Wilmer Valderrama.

"At Stride gum, we pride ourselves on being ridiculously long-lasting in everything we do. Now we want to challenge our fans to be as ridiculously long-lasting as we are," said Maurice Herrera, senior director of U.S. gum at Kraft Foods. "With the 'Be Ridiculously Long Lasting' campaign, we'll set the records and fans can try to break them. It's a great way for consumers to engage in our long-lasting platform every single day."

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