Mountain High Yoghurt is taking sampling up a notch with an eight-week tour throughout California that incorporates content creation, social amplification and engagement in a consumer-centric experience. The tour, which is visiting fairs, festivals, house and garden shows and making retail stops, is housed in a food truck with an awning that shades a family-friendly footprint covered with AstroTurf and picnic tables where consumers can participate in craft activities and join bloggers and influencers at a tips and hacks table.
“We’re not just handing out samples,” says Mari Bakken, marketing communications planner at Mountain High Yoghurt. “We’ve put a lot of consumer value into the tour. Consumers want to hang out with us when they are there.”
Mountain High Yoghurt began as an independent natural yogurt brand in Colorado that was acquired by General Mills five years ago. The tour is part of a strategy to connect with fans of the brand. “We haven’t established a strong relationship with the consumer as of yet. This is a way to be like, we want to have a conversation with you, we want to learn about how you love us and we want you to know that we’re here,” Bakken says.
An on-site crew is filming 15-second videos of recipes and ideas for reusing the brand’s tubs as storage containers, centerpieces or herb gardens which are then posted on Pinterest, Instagram and Facebook. The brand also is distributing free recipe books, coloring books and reusable shopping bags to attendees. Agency: Havas Impact, Chicago.