Heavenly Taste Tour.
Promised Land®, a premium line of all natural dairy products in the Borden Dairy Company portfolio, launched its inaugural Heavenly Taste Tour, which rolled through the brand’s home state of Texas, in September 2015. During the mobile tour, a handpicked team of Promised Land brand ambassadors traveled in style in a one-of-a-kind restored vintage Borden milk truck.
The truck made stops in Dallas, San Antonio, Houston and Austin, sharing samples of Promised Land’s decadent milk flavors like Midnight Chocolate and Very Berry Strawberry, while introducing fans to a brand new Fall limited time offer, Pumpkin Spice. Promised Land’s purpose behind the mobile tour was to engage with their biggest fan base, the Texas market; trial and build awareness for their new Pumpkin Spice flavor; and encourage fans to join the “Moo Crew” to build email lists for future marketing campaigns.
Plan of Action
The Power Group collaborated with the Promised Land marketing team and Trilogy, a Dallas-based experiential marketing agency, to develop a detailed strategy to publicize the mobile tour and share the brand’s core messaging with consumers (both new and old) and media. A schedule was implemented for sampling stops at local retailers and high traffic areas in Dallas, San Antonio, Houston and Austin markets. The tour also provided Promised Land with an opportunity to build relationships with major retailers such as H-E-B and Kroger.
During weekly status meetings, we brainstormed giveaways and photo sharing opportunities to excite consumers at each stop. One of the ideas that contributed to the success of the stops was the “milk flight,” which offered visitors three different samples from Promised Land’s variety of white and flavored milks. Consumers also received the opportunity to sign up for the Promised Land “Moo Crew” ambassador program on-site at iPad stations to receive future offers to engage with the brand on a regular basis.
Prior to the mobile tour kick off, The Power Group distributed a press release announcing the tour and the new Pumpkin Spice flavor, and began targeted media outreach to long-lead and national outlets to create buzz and excitement. Once the mobile tour was ready to roll, we began supplementing the strategy with local outreach to media in each market, targeting print, broadcast and bloggers, inviting them not only to cover the truck, but to come visit it and experience it firsthand. We also scheduled VIP tasting stops at influential media outlet headquarters to create interaction and encourage social sharing.
Through The Power Group’s outreach surrounding the mobile tour and Pumpkin Spice flavor launch, 3,894,292 impressions were secured from media influencers in Promised Land’s key Texas markets, as well as national outlets that reach the brand’s target consumer. Highlights include a broadcast segment involving the mobile tour on Great Day San Antonio, a D Magazine social media post from an on-site sampling stop, Pumpkin Spice coverage in Refrigerated and Frozen Foods, and inclusion in a Pumpkin Spice round up on People.com.