Kraft Takes South Beach on Tour Again
Kraft Foods is warming up its mobile beach trucks again this year to bring a bit of South Beach to nine cities.
The Beach in a Box Cafe tour uses two Plexiglas trucks, each with a mini beach inside, to sample Kraft’s South Beach Diet brand.
Models inside the trucks lounge on a white sand beach; a “snack bar” outside the truck will serve samples of South Beach Diet pizza and sandwich wraps. Tour staffers also give away cereal bars, coupons and a mini-magazine with recipes, diet tips, and product information.
Kraft has also signed celebrity fitness trainer Ramona Braganza to make appearances at some tour stops in New York, Boston and Washington, DC. Local trainers will appear at tour stops in the other cities (Philadelphia, Baltimore, Indianapolis, Pittsburgh, Chicago and Minneapolis).
The South Beach brand gets two new product lines, bowing in supermarkets nationally in January: frozen wraps (Chicken Monterey, Herb Chicken and Teriyaki Steak) and snack bars (chocolate raspberry, chocolate mint, and peanut butter). The two-year-old brand already has 50 items across the supermarket, from frozen entrees to cereal.
This is the second year that Kraft puts its Cafe trucks on the road. Last year, the trucks toured nine cities, including San Francisco, Portland and Seattle (PROMO Xtra, Jan. 18, 2006). This year’s tour stays in the East and Midwest. The tour runs Jan 3-28 to take advantage of New Year’s resolution season, a crucial promotional window for health-conscious food brands. Momentum Worldwide, Chicago and Milwaukee, and Weber Shandwick, Chicago, handle the tour.
