Wheat Foods Council Takes Sampling to the Street - Event Marketer

Wheat Foods Council Takes Sampling to the Street

DB_Silver_Wheat Council_2009 Ex
Brand: WHEAT FOODS COUNCIL
Agency: OCTAGON
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2009

In an effort to remind consumers about the importance of grain-based products and address hot-button issues like low-carb diets and biotechnology, the Wheat Foods Council took over New York City’s South Street Seaport for three days last October.

Council members took consumers from farm to fork by guiding them through a live wheat field, full-size harvesting combine, functioning grain mill, nutrition station and bakery, where they could try all the tasty wheat-based treats. About 8,000 visitors (including 10 city school groups) sampled more than 500 loaves (7,000 slices) of bread and 5,000 cookies. In the nutrition station, the council dieticians showed how wheat energizes the body, delivering essential nutrients to its cells. They had plastic food on display to illustrate the correct portion sizes of items like pasta, bagels, cereal and other popular grain foods and the experts talked about proper serving sizes and healthy food options and fielded questions.

A 2009 program is in the planning stages to expand the success of this program into additional major markets across the U.S.

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