Meticulous training and planning
The tour aimed to share the value and benefits of plant-based butter versus traditional dairy butter by distributing samples to festival attendees as they were leaving events and grounds. The exit sampling kept event and production costs down and allowed consumers to bring samples directly home to put in the fridge.
NMG targeted festivals with over 150,000 attendees to build the tour route for the 26’ refrigerated box truck. We also hired, trained, and managed the brand ambassadors who distributed samples from large, branded cooler bins and drove sign-ups to the sweepstakes, which helped install brand loyalty and built a large email list for Country Crock.