Effort: Real California CheeseMobile.
Agency: Wilkinson Group, San Francisco.
Twist: To maximize impact of its regional marketing budget, the milk advisory board teams with the California League, a 10-team Class A baseball league that has a passionate following in small and midsize cities. Enter the Real California CheeseMobile, a customized van visiting supermarkets, public venues and baseball games, dispensing thousands of cheese samples at each stop.
Vital statistics: The Real California CheeseMobile was introduced last year and was so successful it was expanded from a seasonlong event to a year-round effort for 1998. An integrated local promotion campaign backs the effort, with supermarket promotion tie-ins, couponing, and local radio and print ads promoting appearances.