Kelloggs’ veggie-based food brand MorningStar Farms this summer launched the Way to Veg experience, a summer sampling tour to tout its veggie burgers, Thai curry bowls and other healthy meal options. The food truck experience, which launched in May at the Mountain Film Festival in Telluride, CO, and ended in September at The Taste in L.A., engaged attendees in an educational game, chef demos and a trailer for its documentary series, “The Veg Effect,” which highlights ways in which people can incorporate vegetables into their diets.
Housed in a green, retrofitted MorningStar Farms-branded Flying Cloud Airstream trailer equipped with a kitchen, countertop and freezer filled with products and prizes, the experience featured chef-prepared menu items that guests could taste while seated at tables within the footprint. Brand ambassadors discussed veggie cuisine and walked attendees through a “Vegecation” question-and-answer game inspired by a sustainability study conducted by the brand on the value of vegetables. Participants won water bottles, veggie peelers and other prizes. A trailer for the “The Veg Effect” documentary played prior to each chef demo as well as on iPads within the footprint.
Tour stops included the Cinetopia Film Festival in Detroit, the Northside Music Festival in Brooklyn and Eat Drink SF.
“There’s a growing openness around eating veggie protein and the MorningStar Farms tour is designed to give people experiences grounded in the versatility and flavors of their foods. The more the brand can provide opportunities for consumers to try recipes with MorningStar Farms veggie protein, the more approachable and accessible it feels to everyone,” says Todd Smith, director, brand and innovation marketing at Kellogg’s Frozen Veggie Foods. Agencies: Red Tettemer O’Connell + Partners (RTO+P), Philadelphia; On Board Experiential Marketing, Sausalito, CA