The Mom on the Run Loves Lance

A little extra planning can lead to a lot of outdoor fun for busy families. That’s the message behind “The Mom on the Run Loves Lance” campaign launched by Lance Sandwich Crackers in partnership with The Mom on the Run lifestyle expert, Colleen Burns.

The goal of the program, which runs through June, is to provide families with tips to make the most of spending time together outdoors this spring.

Burns is a mom of five boys ranging in age from 6 – 16, who appears regularly on local and national TV to discuss parenting topics. In partnership with Lance, Burns offers practical springtime fun tips written especially for families looking to spend quality time outdoors.

Her tips include suggestions for creating a “spontaneity bag,” making water your friend, getting off the beaten path and having fun in your backyard or neighborhood.

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“As a busy mom, I know that taking advantage of small windows of free time together requires a little planning and lot of creativity,” said Burns. “But, I know if I have a few good ideas in mind and some quick sensible snacks on hand, like Lance Sandwich Crackers, my boys and I are ready for fun at a moment’s notice!”

The fully integrated marketing campaign runs from mid-April through June and includes rich media banners and 20-second pre-roll advertising on,,, and the ad network.

The campaign also includes a Facebook presence and advertising program, mom blogger outreach, a multi-media satellite tour, a matte release, traditional PR efforts and a microsite ( where consumers can access springtime fun tips, videos with The Mom on the Run and weekly parenting discussions.

Visitors to the site can also enter weekly prize drawings to win a Scout bag in the new Spring 2011 Britanny’s Stripe pattern, filled with Lance Sandwich Crackers for a satisfying on-the-go snack.

Snyder’s-Lance, Inc., headquartered in Charlotte, North Carolina, manufactures, markets and distributes snack foods throughout the United States and internationally.

RMN News

Rakesh Raman