Throughout the month of May, New York State-based Friendship Dairies has been rolling out the cottage cheese wagon for consumers in Connecticut, New Jersey, New York and Pennsylvania—a first-time foray into the event marketing space for the brand. The tour, known as the Fit to Go Mobile Mixer Tour, is designed to show off the versatility of Friendship’s cottage cheese, offer consumers recipes and differentiate the brand’s products from its competitors’ at Chobani and Daisy, which have been attempting to grab market share away from Friendship.
The program launched May 7 with the help of celebrity chef Rocco DiSpirito, who created the Friendship Apple Pie Smoothie for the brand with 1% Low Fat Friendship Cottage Cheese. The smoothie is one of the available samples at key stops along the tour, which is hitting festivals, fairs, sporting and charity events through June 4. Consumers can try tasty samples of Friendship’s on-the-go cottage cheese products and customize them with berries, fruit, granola and other toppings. The brand is announcing stops and doing live posting from events on Twitter @FriendshipDairy and on Facebook. Recipes and other takeaway information is finding a home on the brand’s Pinterest board.
“We needed to do something strong in 2013, so we wanted to go grassroots and get back in front of our consumers,” Paige Pistone, brand manager at Saputo Dairy Foods, which owns Friendship Dairy, told Buzz. “I had to decide what we could do to keep from losing our [market] share. This program is exactly what we needed to build some renewed excitement.” Agency: Grand Central Marketing, New York City.