Cabot Cheese
Pop-Up Product Sampling Tour
Cabot Cheese Wins Hearts (and Stomachs) in Florida with a Creative Sampling Campaign
Forget the typical food truck, Cabot Cheese took their product sampling activities on the road with a charming twist – a vintage camper!
It wasn’t just any marketing tour; it was a strategy to win Floridian hearts, stomachs, and minds, a new market for everyone’s favorite Northeast cheese brand.
Why a camper? Because Cabot knew they had to make a big impression. In Florida, Cabot wasn’t a household name like in the Northeast. So, they played to their strengths: countryside playfulness and Vermont’s reputation for quality food brands (think Ben & Jerry’s, King Arthur Flour).
The adorable camper and countryside decorations immediately brought the Vermont vibes.
But branding alone wouldn’t win them over. Cabot needed to engage potential customers. Enter the brand ambassadors, inviting people to taste delicious samples and ready to share stories. Beer festivals, zoos, and even an activation partnership with REI (a fellow co-op with outdoor cred) became the CPG food brand’s stomping grounds.
10 event days, 90,000+ impressions, 52,000+ engagements
But how do you measure success beyond samples and smiles? Cabot cleverly used a “chance to win a year’s supply of cheese” contest to capture email addresses. A simple QR code scan did the trick, converting almost half of the engaged customers into leads.
And for those who weren’t game for contests, a fun photo booth with email capture kept the data flowing. Then came strategic follow-up to ensure the brand stayed top-of-mind, turning a one-time interaction into a ongoing relationship.
Product sales velocity is the key to supermarket success. So, local supermarket coupons were distributed alongside samples. Although the real win was their long-term brand strategy goal. Get people to know, trust, and love the brand the same way people in the Northeast do.
So, what can we learn from Cabot's mobile tour adventure?
Play To Your Strengths
Leverage your brand's heritage and values to connect with your audience.
Engagement is Key
Offer interactive experiences that go beyond just handing out samples.
Data Is Your Friend
Capture leads and follow up strategically to nurture relationships.
If your CPG brand wants to get creative, ALT TERRAIN is here for you!
