The Organic Valley Grassmilk Tour

Challenge

  • Educate Whole Foods Team Members on Organic Valley’s Grassmilk through experiential training sessions
  • Maximize store reach in conjunction with product shelving timeline
  • Introduce the product to consumers through sampling, and foster conversion
  • Strengthen relationships with Whole Foods’ management

Strategies

  • Routed, managed and executed a two-legged mobile tour visiting 100 stores across 17 states
  • Developed a flexible set that allowed for adaptation to a variety of training locations
  • Educated Whole Foods Team Members and consumers through in-store trainings on Grassmilk
  • Introduced the actual farmers during trainings, who help produce the milk that consumers were purchasing

Results

  • 100 Store Activations
  • 2,400 Team Members trained
  • 1,000,000+ impressions
EMG_CaseStudy_OVGrassmilk