Throughout the month of May, New York State-based Friendship Dairies has been rolling out the cottage cheese wagon for consumers in Connecticut, New Jersey, New York and Pennsylvania—a first-time foray into the event marketing space for the brand.  The tour, known as the Fit to Go Mobile Mixer Tour, is designed to show off the versatility of Friendship’s cottage cheese, offer consumers recipes and differentiate the brand’s products from its competitors’ at Chobani and Daisy, which have been attempting to grab market share away from Friendship.

In the early morning hours of April 15, Mondelēz International hit the streets of Los Angeles to promote its belVita breakfast biscuits, a sweet and crunchy morning snack product introduced in the U.S. market last year. The effort was led by brand ambassador, actress and comedian Jane Lynch who visited local hotspots to lift spirits and distribute samples.

Snyder’s of Hanover, a more than 100-year-old pretzel brand, leveraged National Pretzel Day on April 26 by hosting a series of sampling activations at events nationwide designed to introduce large audiences to the array of flavors the crunchy snack has to offer. Snyder’s National Pretzel Day celebrations took place at the Penn Relays in Philadelphia (the world’s largest track and field meet), at the Bicentennial Plaza at Inner Harbor in Baltimore, at Fountain Square in Cincinnati, at the Minnesota Twins game at Target Field in Minneapolis, and at the San Diego Zoo.

L’Oreal Paris is traveling the country with a mobile luxury hair salon to raise awareness for its new Advanced Haircare line of products. Attendees receive hair washes with L’Oreal products, samples and personalized consultations with stylists trained in hair analysis.

adidas’s new Boost running shoe boasts special foam cushioning that is designed to better absorb and return energy to the wearer, resulting in more efficient strides. To illustrate this concept, the brand at the International Santiago Marathon in Chile on April 7 “harvested footsteps” (with kinetic energy-absorbing tiles) and used the stored energy to give runners a “boost” toward the end of the 42K race—in the form of motivational messages projected on a big screen.