MorningStar Farms last summer hit the road for its “Feel Good Grilling Tour” that showcased the brand’s various meatless products for health-conscious grillin’ gods. But to satisfy the appetites of those who feel boxed-in by traditional veggie burgers, the brand this summer highlighted all of the other options in its portfolio and showed how they could be used for dishes like quesadillas, salads and breakfast entrees. The “Good Food For Good Times” tour launched on May 24 at the Boulder Creek Festival in Boulder, CO, and wrapped Sept. 1 at Arts, Beats and Eats in Detroit.
Helping to promote the brand’s new offerings (which included the Roasted Garlic and Quinoa Burger, Spicy Black Bean Veggie Burger and Buffalo Chik Patties) were prominent local chefs featured in the Food Network’s “Chopped” and “Next Food Network Star” shows. The two chefs, Executive Chef Judson Todd Allen of Healthy Infused Cuisine, and Chef Rich Landau of Vedge Restaurant, whipped up creations from MorningStar Farms products at tour stops in Chicago and Philadelphia, and chatted with fans. In addition to checking out recipes and sampling in a format much like a take-out counter, festivalgoers won coupons by playing games with brand ambassadors.
“We chose a variety of festivals that not only complement the brand, but fit our fans’ likings,” says Todd Smith, director of brand and innovation marketing at MorningStar Farms. “Healthy, tasty food options are important to our fans but they’re equally committed to living a fun, active lifestyle.” Agency: On Board Experiential Marketing, Sausalito, CA.