Durham's Barley Labs in running for fully-funded Super Bowl spot - WRBL

Durham's Barley Labs in running for fully-funded Super Bowl spot

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Scott Beaudry and his girlfriend Theresa Chu make Barley Labs treats in their Durham home from the left over grains of local breweries. Scott Beaudry and his girlfriend Theresa Chu make Barley Labs treats in their Durham home from the left over grains of local breweries.
DURHAM, N.C. -

Software maker Intuit is offering to pay millions of dollars for a 30-second commercial during the Super Bowl for a small business that might not otherwise be able to fund such a prestigious spot.

Intuit's 8,000 employees selected four companies as finalists in the competition, including Durham-based Barley Labs, which makes dog treats out of barley. Scott Beaudry and his girlfriend Theresa Chu make Barley Labs treats in their Durham home from the left over grains of local breweries.

The winner will be chosen in a vote open to anyone who visits the competition website through Dec. 1. The winning business will be highlighted in a professionally produced Intuit commercial during the Super Bowl on Feb. 2.

The average cost of a 30-second commercial during Super Bowl XLVII is $4 million, and more than 100 million people are expected to watch the game.

The advertising agency RPA, which has created Super Bowl ads in the past, will create the spot. It is creating ads for all four finalists, but only one will be seen on the Super Bowl. The others will be shown at other times.

Nearly 15,000 small businesses entered the contest during the summer. Intuit employees voted for the 20 best, and that field was winnowed down to four. To make the final four, a small business had to prove that it could handle the bump up in business that a Super Bowl ad could give it.

The other finalists are GoldieBlox, based in Oakland, Calif., maker of construction toys aimed at girls; Locally Laid Egg Co., a Duluth, Minn., egg producer and POOP — Natural Dairy Compost, a Nampa, Idaho, fertilizer maker.

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