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Problem:

One of the most trusted brands in the country needed to electrify consumer’s senses with the introduction of its new 4 Cheese Italian Blend Service Deli Cheese.

Strategy:

Energize consumer awareness, create a surge of foot traffic to service deli and ignite trial through memorable sampling events connecting new 4 Cheese Italian Blend to Italian culture in the Northeastern U.S.

Idea:

Boost stopping power with the help of an Italian craze already in place – the new Fiat 500! Wrap two vehicles with the unmistakable 4 Cheese packaging, build a custom deli-style rear interior, and park them at key retail locations and special events to deliver an Italian accent to shoppers with samples, coupons and plenty of word-of-mouth about Italian cheese. Drive consumers in-store with recipe ideas, POP and gifts for purchase.

Fiat 500 with 4 Cheese wrap.
Fiat 500 at special event and custom deli-style rear interior.

Sampling Events

Engaged consumers at every retail and specialty event with a free 4 Cheese Italian Blend sample and coupons

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Customer with reward and in-store samples.

Retail Store

Rewarded LAND O LAKES® Deli Cheese consumers with gifts with proof of purchase at retail events

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Point of sale and direct mail pieces.

In-Store, In-Home and Mobile

Provided LAND O LAKES® Deli Cheese consumers with new recipe ideas featuring 4 Cheese Italian Blend.

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“MarketingLab excels in building relationships with clients and other external agency teams. They bring the spirit of partnership and collaboration to every project and are recognized as trusted teammates. No matter what the project, we are always able to count on MarketingLab to operate as the drivers of collaboration across multiple agencies and deliver outstanding results.”

Director, Integrated Marketing Communications at Land O’Lakes, Inc.

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