Question-and-Answer Session
Operator
(Operator instructions) Your first question comes from the line of Lloyd Connor - Connor Capital Management.
Lloyd Connor - Connor Capital Management
Actually I did not have question. I did not click in.]
Operator
Your next question comes from the line of Jonathan Coppin - Robert W. Baird.
Jonathan Coppin - Robert W. Baird
This is Jonathan Coppin for David. Could you maybe quantify the benefit you received from the Bounce Back promotion in the Q2 comps number?
Sue Collyns
Sure, Jonathan. Bounce Back was very successful for us and we anticipate that the benefit was approximately 1.5%.
Jonathan Coppin - Robert W. Baird
Okay, that is helpful and then looking forward to the new adventure card program, can you give a little more color on your expectations for that program and maybe try to quantify what type of lift you might have assumed in the Q3 guidance that you gave?
Sue Collyns
Well I think the third quarter comps that we anticipate now in that negative 6.5% to negative 7.5% then as we mentioned, it is largely built around the fact that we do not have any pricing in there right now and we do anticipate comps that we are running up against for the months of August and September being easier to last. So, I mentioned that as a starting point because Rick also mentioned seven new sales initiative, most of which only just again either last week or this week. So in terms of the adventure card, it is a little too early to anticipate or build in expectations because they have not happened yet but we do hope that at least, one or two or three of those seven initiative hit and start to make an impact in our third quarter comps.
Jonathan Coppin - Robert W. Baird
Okay. So it is safe to say that you are at least expecting some sort of a lift from those programs.
Rick Rosenfield
We are.
Jonathan Coppin - Robert W. Baird
Okay and then just one last question, just looking at the Kraft business, it looks like year over year growth rate has slowed for several quarters now. I am just wondering if you can give a little more color on what is driving them.
Rick Rosenfield
Well, I think what it is driving it is that it was not that the kind of growth rates we were talking about were simply not sustainable. It was a great growth rate off a smaller base. So, now we are doing $200 million approximately in business this year. So the other issue is that that definitely impacts it is that the competitive environment in the frozen pizza is greater than it has been before. On the plus side of that for us is we have a great reliance on Kraft and a belief in their ability to defend our position. They are experts in what they do and we are an important brand to them.
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