To promote its Ham Off the Bone premium deli meat, Sara Lee Deli embarked on an 8-week sampling tour. The fully branded sampling vehicle traveled from Chicago to Detroit, Lansing and Grand Rapids. Partnering with local radio stations, live remotes were often part of the activation at various tour stops. We visited point-of-purchase retailer locations, as well as popular events and festivals. With music playing and leis and beach balls as giveaways, the team created a fun summertime party experience for everyone who passed by. Consumers enjoyed a free slider and also received a recipe booklet with a coupon to redeem inside the grocery store. This generated immediate shopper activation. Plus, our charismatic brand ambassadors encouraged posting pictures to Instagram for the Sara Lee Deli sweepstakes using the hashtag #TasteOfSummerTour!