Stonyfield, the organic dairy brand, this summer is activating a Know Your Food mobile tour to educate consumers about healthy food choices. The six-city tour includes grassroots marketing, small community events and guerrilla sampling at each stop and ties in with Stonyfield’s year-long Food Superheroes online campaign.
The tour, which launched in June, travels in a colorful wrapped 24-foot box trailer pulled by a pick-up truck to fairs and festivals that attract socially responsible, active lifestyle consumers interested in health and sustainability issues. Stops include Taste of Philly (in Philadelphia), Chicago’s Northside Summerfest, Adams Morgan Day in Washington, D.C., and the Life is good Festival in Canton, MA.
At the events, attendees meet The Enlightener, Stonyfield’s Food Superhero character and pledge to become food superheroes by making positive food choices. Besides sampling Stonyfield organic yogurt, YoKids and Oikos organic Greek yogurt, they can compete in a game in which they attempt to fill an organic canvas shopping bag with healthy choices from a refrigerator or load the refrigerator with healthy foods from a nearby table. A kids’ coloring station also educates about eating wisely. Guests also can have their photo taken as a Food Superhero at a green screen photo station. For every photo taken, Stonyfield donates $1 to FoodCorps, which works to engage schools in bringing healthy food into their lunchrooms and gardens.
In addition to the on-site activation, Stonyfield is conducting in-market product sampling at local retailers, yoga studios, gyms, parks, day camps and other areas frequented by its target audience. Consumers also can request product drops at their office and other locations by tweeting the tour’s twitter handle, @organicroadies.
“The tour gives people the opportunity to celebrate the healthy choices they have made,” Lisa Kinzel, associate brand manager at Stonyfield, told Buzz. “It’s not just about tasting the product, but also about the lifestyle and helping FoodCorps and getting people to learn a little more while they are there.” Agency: Lead Dog Marketing Group, New York City