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Making Customer Loyalty Fun for the Kids - Whitecap Canada Inc. and Maple Leaf Consumer Foods Announce the Launch of Schneiders Lunchmate City

Whitecap Canada Inc., a leading developer of customized e-Business and Internet-based applications, was selected by Maple Leaf Consumer Foods (MLF), Canada’s leading national consumer foods company, for the development of an innovative online customer loyalty program geared at children, Schneiders Lunchmate City.

Using Flash components, ASP.NET 2.0 web pages and a Microsoft SQL Server database all driven by C#-programmed business logic, Whitecap worked closely with MLF marketing and technical staff to bring Schneiders Lunchmate City to life on the web. The novel application allows kids to register as a Citizen of the City in order to deposit Lunchmate Bucks, collected with every purchase of a Schneiders Lunchmate or SmartLunch product, into the Lunchmate City Bank using a PIN Code found on specially marked packages. Users can then visit a number of great stores at Lunchmate City in order to purchase rewards from program partners such as Hasbro, Crayola Canada, LEGO®, PlayStation®2 and more. Kids can also earn music downloads from PureTracks and enter a number of exciting monthly contests. Another huge draw for Lunchmate City Citizens are the interactive games found in the Lunchmate City Arcade. The City can also be explored by unregistered guest users and is to be regularly updated with new games, rewards and contests.

Says Robb Carmichael, President of Whitecap Canada: "Whitecap is constantly looking for exciting and pioneering projects like Lunchmate City. We feel that online interactive represents the future of marketing and customer loyalty, and are thrilled that our deep base of both design and technical knowledge positions us to provide companies with these types of innovative marketing solutions."

In addition to the Lunchmate City web application and supporting database, Whitecap also provided Maple Leaf Consumer Foods with an administrative site for content management functionality and display of application metrics, along with comprehensive technical documentation describing the major components of the application suitable for use by MLF technical production support staff.

To experience Lunchmate City, please visit: www.lunchmatecity.com.

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