Agency: J.C. Dolan & Associates/Compass International, St. Louis.
Effort: Freschetta pizza sampling tour.
Twist: Hitting the road to take on competitors in the frozen pizza marketing wars, Freschetta has taken a mass approach, creating 12 vehicles equipped with mobile kitchens to demonstrate the product's freshness at fairs and festivals. Each traveling pizzeria is equipped with a 15-foot inflatable and a sound system to create an "instant event" at any location.
Vital statistics: Last year's tour traveled 80,000 miles from May through October, passing out more than 500,000 samples. This year, eight roving pizza kitchens take to the road in May; four will remain in major markets visiting supermarkets and supporting store events.