MorningStar Farms Feel Good Food Truck Sampling Tour

Sampling Campaign & Street Teams

Challenge

MorningStar Farms wanted to introduce more consumers to its meatless products, increase brand awareness, and encourage product trial through an engaging, memorable experience.

The brand also wanted to better understand how different activation environments, from high-traffic community events to grocery retail locations, could drive consumer engagement and provide valuable insights for future marketing initiatives.

Solution

Pro Motion Experiential Marketing developed and activated the MorningStar Farms Feel Good Food Truck Sampling Tour, a strategic mobile sampling campaign designed to bring the brand directly to California consumers.

The month-long test-and-learn program combined high-traffic events with retail activations to evaluate sampling opportunities, engage new and existing consumers, and connect product trial with purchase opportunities.

Strategic Tour Planning: Developed a 16-day activation schedule featuring major fairs, community events, festivals, and grocery retail locations throughout California.
Branded Mobile Experience: Brought MorningStar Farms to life through an inviting, highly visible food truck that encouraged consumers to stop, sample, and engage.
Product Sampling: Introduced consumers to MorningStar Farms Chik’n Wings and Spicy Black Bean Burgers, creating opportunities to experience the products firsthand.
Retail Integration: Activated at Safeway, Pavilions, Ralphs, and Stater Bros. locations to connect sampling directly with purchase opportunities.
Consumer Engagement: Extended brand interactions through coupons, branded giveaways, website reviews, and consumer surveys.
Experienced Field Team: Knowledgeable Tour Managers created meaningful connections, educated consumers, and gathered valuable feedback throughout the tour.

Results

The Feel Good Food Truck Tour delivered strong sampling results, meaningful consumer engagement, and valuable insights to help guide future experiential marketing efforts.

Beyond the numbers, the campaign demonstrated how firsthand product trial can influence consumer perceptions and create meaningful brand connections.
High-traffic fairs and community events delivered the greatest sampling opportunities, while retail activations provided a direct connection between product trial and purchase.
Consumer conversations, surveys, and reviews provided MorningStar Farms with actionable insights into product perceptions, consumer preferences, and opportunities for future engagement.
The successful test-and-learn program established a strong foundation for future experiential marketing initiatives, demonstrating the value of combining strategic planning, memorable brand experiences, and measurable results.