King’s Hawaiian, Torrance, Calif., a leading producer of Hawaiian sweet bread and branded dinner rolls, is operating its “Escape to Paradise” sweepstakes.

The nationwide promotion, which offers a grand prize of a trip to the Big Island of Hawaii, will continue through Aug 14.

Twenty-five first-place winners will receive a King’s Hawaiian-branded summer gift bag that includes an iPod shuffle, iTunes card, beach towel, visor, water bottle, beach ball, sun tan lotion kit and a $200 gift card for free groceries.

In addition, 40 second-prize winners will receive a $100 gift card for free groceries that will be redeemable at specific local supermarkets.

The campaign is designed to continually increase top-of-mind brand awareness with consumers during the summer months; promote sales in key regions across the U.S.; and create awareness of the new tips and recipes that are available on the main King’s Hawaiian Website, kingshawaiian.com, the company notes.

The sweepstakes is being supported by a nationwide marketing campaign that includes e-mail blasts to a database of more than 70,000 consumers, on-package call-outs, on-line banner ads, social-media relations and a special section on the King’s Hawaiian Website.