February 3, 1998 in Sports

Hershey Has No Kick With The Way $1 Million Kick Challenge Has Gone

Bloomberg News

Hershey Foods Corp. said it’s happy with the $1 Million Kick Challenge and doesn’t plan to make it more difficult after the second contestant in three years won the grand prize.

Dennis Crawford, a hardware store manager from Cleveland, Tenn., kicked a 35-yard field goal during halftime of Sunday’s NFL Pro Bowl in Honolulu. He’ll receive the $1 million prize in the form of a 30-year annuity, the company said.

Crawford’s success came a year after Lance Alstodt of New York successfully made the kick. A spokeswoman for the chocolate maker said there’s no plan to increase the distance of the kick.

“We’re very pleased with how the promotion is going,” spokeswoman Lisa McNellis said. “But as with all marketing and promotion programs, we evaluate them on a regular basis.”

Like most companies that hold high-stakes promotions, Hershey is covered by an insurance policy in case a contestant wins.

Since he made the kick, Crawford - wearing a Hershey’s T-shirt - has been a staple on television newscasts around the country. His picture also appeared in many major newspapers.

“It makes us happy to make a consumer happy,” McNellis said.

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