IronKids Cruisin’ Crustless Tour — Sara Lee Bakery Group

Objective

Drive consumer trial and gain retailer load-in of the new crustless bread product.

Results

Execution:	450 Retail Visits
Number of Markets:	15
Samples Distributed:	53,000+

Defining Moments

The branded PT Cruisers toured the country sampling peanut butter and jelly sandwiches on Sara Lee’s innovative crustless bread. The sampling program was part of a nationally integrated campaign that gained valuable shelf space and retailer buy-in.