Ironkids Crustless Cruisin' Tour


Introduce the new IronKids Crustless bread in a fun, unique manner that highlighted its nutritional value, taste and convenience.


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.