As a food and beverage PR agency, one of my favorite things is seeing the growth and evolution of the brands we work with. Konnect began to work with SMASHMALLOW premium snackable marshmallows when the product was just an idea. In the brief time since SMASHMALLOW launched almost two years ago, it is so exciting to see their national growth and presence in retailers such as Target, Whole Foods, and more. As a part of the brand’s continued evolution, this summer we are beyond excited to announce that SMASHMALLOW is hitting the road and coming to your neighborhood to teach you how to “S’MORE BETTER!” Why? Because we all deserve nice things!
“You get a s’more, and you get a s’more, and YOU get a s’more!”- My best Oprah impersonation
From June 8th through Labor Day weekend, SMASHMALLOW will bring an elevated twist to this classic all-American treat at events, retail locations and in select neighborhoods nationwide, with special appearances on National S’mores Day on August 10th, 2018. The SMASHMALLOW S’MORE BETTER experience will provide complimentary s’mores showcasing the brand’s natural and organic mallows in signature flavors including cookie dough, mint chocolate chip, cinnamon churro and strawberries & cream paired with better-for-you chocolate and graham crackers from partners like Ghirardelli and Annie’s Homegrown.
The vehicle is making stops everywhere from New York to Seattle to Los Angeles to Baltimore to San Francisco to Philadelphia and more! As a food and beverage public relations firm, it has been so fun to share the s’more better experience with media and influencers alike, coordinating pop-ups near you and asking people how they s’more! However, beyond the obvious delicious appeal of a s’more, what is the added value of this type of mobile brand activation for an emerging brand? Below are a few ways in which a brand activation can benefit your business and PR efforts:
- Allows you to reach target consumers with a unique experience: This type of activation has the power to bring your product off of the shelf and reach consumers where they are. They are offering something that delivers the “surprise and delight” factor when a consumer pulls up to their local grocery store or neighborhood favorite and spots a s’mores vehicle. This activation also offers a venue for consumers to taste test the product and experiment with the brand. For SMASHMALLOW, the vehicle invites consumers to try a variety of s’mores smash-up creations that will likely inspire consumers to consider upgrading their s’mores pairings when they go grocery shopping.
- Supports relationship building: As an aspect of this mobile tour, Konnect is securing opportunities for SMASHMALLOW to pop-up at local media offices and businesses to provide the “S’more Better” experience to these local audiences. This live, in-person sampling offers a great opportunity for SMASHMALLOW to interact with consumers and media. Additionally, it provides an excellent introduction of the brand to both local and national print, online, and broadcast media outlets to share the “S’more Better” experience with their readers/viewers.
- Provides great visuals: This tour is highly visual and on-brand in regard to the vehicle’s design that perfectly pairs with SMASHMALLOW’s whimsical and fun flavors and packaging. The added visual of a s’mores vehicle is a memorable one that leads to increased social shares due to its novelty and “Instagrammable” appeal.
Check the vehicle schedule, get inspired with S’MORE BETTER recipes (try them out for yourself and #smorebetter) and follow the tour at tour.smashmallow.com and check-out this great feature on Bustle! We have to agree with the editor….our “two favorite things about summer are ice cream trucks and making s’mores”….meet the s’mores truck!