Kellogg's Samples Pop-Tarts from an All-Terrain Freezer - Event Marketer

Kellogg’s Samples Pop-Tarts from an All-Terrain Freezer

DB_PopTarts_2004 Ex
Brand: KELLOGG'S
Agency: GIGUNDA GROUP
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2004

A larger vehicle would have missed the mark. And we mean that. After all, Kellogg’s needed a sampling vehicle that was affordable, creative, and could easily get in and out of concert venues. Say hello to the All Terrain Freezer, the oversized mobile refrigerator the breakfast giant used to invade American Idol concerts.

The objective? Serve up the new Frozen Pop Tart line. The delivery? The bad-ass ATF, man. The freezer was built on a custom tubular frame made portable by all-terrain knobby tires and wheels. The frame housed the freezer and a quiet 2,000-watt generator. The steel skeleton and aluminum wrap meshed with a fiberglass molded door outfitted with custom graphics. (The chrome fishtail exhaust pipes were just icing on the cake.)

The ATFs traveled the country handing out frozen samples to thousands. In all, the mobile freezers chilled (sorry, we had to) in 41 cities across 51 dates. In total, close to 300,000 samples were distributed.

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