During the course of two (2) 6-week tours, King’s Hawaiian distributed products, coupons and swag to generate a lift in awareness and sales. During the summer leg, they visited high traffic beach and boardwalk locations, as well as fairs and festivals, to promote slider buns and BBQ sauce. During the fall, the messaging changed to support holiday meal shopping. The mobile tour visited grocery retail locations, holiday attractions and community events. Over 143,000 bread samples were distributed across the Northeast.