The Goal

Hillshire Farm wanted to increase awareness and trial of its new Hillshire Farm Naturals line while changing consumer perception of the brand with this healthier lunchmeat option.

How We Did It

We customized a food truck to handle mass sandwich sampling and created a custom footprint for a “farm” feel. To amplify the tour on social, we suited up a photo booth with fun props so consumers could #hamitup. Consumers were asked to “Love It” by brand ambassadors with iPads. For every “Love It” received, a donation was made to #Lunchbag charity. We routed the tour through state fairs and family festivals over a span of eight weeks, and leveraged retail locations to support B2B relationship, in-store placement and sales while also engaging at Kroger HQ in Cincinnati.

The Results

Over the course of the tour, we sampled between 2,500-3,500 sandwiches every day and distributed retail coupons. Additionally, we exceeded the goal of receiving 10,000 “Love Its” and donations to #Lunchbag.