Magazine article American Banker

Card Firm Hopes to Clean Up with Kitchenware

Magazine article American Banker

Card Firm Hopes to Clean Up with Kitchenware

Article excerpt

The same company that introduced the Mickey Rooney credit card enhancement program last September is rustling up another membership program called Kitchen Miracles.

Association Benefit Corp. of Herndon, Va., helped to develop Mickey's Family, a Hollywood nostalgia marketing package targeting seniors and fans of the actor. Although no card has been linked to the enhancement, cardholders can expect a monthly newsletter of Hollywood gossip, plus invitations to resorts where members can hobnob with screen idols.

Kitchen Miracles will be unveiled to the credit card industry at Faulkner & Gray Inc.'s credit card conference in San Antonio, Tex., this week.

Appeal of Appliances

Gary D. Serota, a principal partner of Association Benefit, also helped establish a new venture called Market Extensions, which is responsible for marketing Kitchen Miracles and Mickey's Family.

Mr. Serota said that the inspiration for the new program is based on the enormous consumer appeal and profitability of selling kitchen products.

In its promotional materials, Market Extensions claims that one out of every four books sold in the U.S. are cookbooks and that Americans are increasingly interested in finding quicker ways to prepare meals.

Kitchen Miracles focuses on dishes that are made with a microwave. The program offers a newsletter about cooking on a tight budget, a catalogue of discounts on cooking and kitchen cleanup products and a free roll of Microcrisp, which is a patented cooking wrap that allows food to cook in a microwave as it would in an oven. …

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