Ironkids Crustless Cruisin' Tour
Objective
Introduce the new IronKids Crustless bread in a fun, unique manner that highlighted its nutritional value, taste and convenience.
Results
Execution: 450 retail visits
Markets: 15
Impressions: 2.5 MM
Samples: 53,000
Defining Moments
The Crustless Cruiser teams traveled the country sampling peanut butter & jelly sandwiches made with Sara Lee's IronKids Crustless Bread in 400+ Walmart's throughout the promotional period. Generating millions of impressions, IronKids bread was flying off the shelves nationally with over 150,000 units sold weekly by the end of the promotion.