To drive trial and sales of its new Bagel-fuls product line—bagel sticks filled with Philadelphia cream cheese—Kraft is taking the tasting campaign on the road. The nationwide sampling tour kicked off April 9 at a Times Square bagel shop that was re-branded Bagel-fuls Café where Joy Behar comedian and co-host of ABC’s “The View ” joined brand reps to distribute warm Bagel-fuls to morning commuters. Street teams hit Times Square and other busy New York City hubs to offer free samples as well.
The tour officially launched April 24 in Atlanta and will hit 24 cities through July with street teams branded pushcarts and branded trucks. Stops include Chicago Dallas Miami Orlando Philadelphia and Washington DC.
The integrated campaign is supported by national TV ads regional radio promotions in-store sampling events and viral outreach to female-targeted blogs and online communities. Kraft is hoping to win favor with busy families looking for fast and healthy breakfast options.
“We feel Bagel-fuls will appeal to on-the-go consumers so we want to reach those consumers where they are in high traffic areas ” Basil Maglaris spokesman at Kraft told Buzz. Agency: Momentum Worldwide New York City.