Organic Valley Rolls with American Cheese Revolution Tour

Organic Valley’s American Cheese Revolution Tour, a mobile sampling tour to promote its new American Cheese Singles, is traveling to retailers, family-friendly events and community venues in major markets to promote its unprocessed, 100 percent organic cheese slices. Through a partnership with Healthy Child Healthy World, the six-week tour, which launched in August, also educates consumers on “real” versus processed food choices.

Inspired by the popularity of food trucks and America’s love of grilled cheese sandwiches, the tour is housed in a colorful 14-foot Sprinter van equipped with a working kitchen and sink and pop-up window serving grilled cheese sandwiches made with its organic American cheese. Kids can have their photo taken at a green- screen photo op that, in keeping with the real food theme, depicts them as super heroes in a farmer’s pasture with the strength to hoist a tractor, cow, giant cube of cheese or bale of hay above their head. The photo is emailed to their parents for sharing on Facebook. Attendees also can sign a “real food for real kids” pledge. Organic Valley donates $1 (up to $25,000) for each signature to Healthy Child Healthy World to generate awareness of unnecessary toxic risks to children’s health.

The tour launched in California and ends in Illinois, stopping in Oregon, Washington, Colorado, Pennsylvania, Ohio, Maryland, New York, New Jersey, Connecticut and North Carolina along the way.

“Seeing is believing and we wanted to get the product into peoples’ mouths,” Kelly Gibson, director of relationship marketing at Organic Valley, told Buzz. “And we know from experience that doing that at the retailer is very powerful. They tend to go in and buy the product. They have the coupon in their hand, and if they like it, they are going to buy it.” Agency: Elite Marketing Group, New York City.