Lifeway Foods on March 11 launched The Lifeway 25th Anniversary tour, a national sampling program to promote the immune-building and digestive properties of its line of Kefir products. Kefir is a creamy, milk-based smoothie-like beverage that is packed with probiotics that foster digestive health.
The 11-week tour kicked off at the Natural Products Expo West in Anaheim and will travel to 10 cities before wrapping in New York City when Lifeway ceo Julie Smolyansky will ring the closing bell at NASDAQ in mid-May.
The tour, which travels in a branded Sprinter van, will host free parties at colleges, grocery stores and community events. The program has an ‘80s theme that harkens back to the time when the company was founded. Attendees can sample Kefir products, including a limited-edition birthday cake flavor, pedal stationary bikes with blenders to create Kefir smoothies and step before an ’80-s themed green-screen photo op. Lifeway is donating $25,000 in honor of its 25 years in business to fund youth nutrition education.
“The goal is to get Lifeway Kefir into as many hands as possible, including health-minded college kids who are active and interested in being healthy,” Smolyansky told Buzz. “People connect with brands when they are having fun and engaged. We have something that people can taste and try and enjoy and feel fulfilled.” Agency: Marketing Werks, Chicago.