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Sara Lee

Artesano Snow Day

The Challenge

To capitalize on the artisanal food trend, Sara Lee created Artesano. But in order to stand out from the crowd, they needed to showcase what made it different from ordinary breads.

Our Strategy & Activation

April 1st was no ordinary day at Kiwanis Park in Tempe, Arizona. Instead of picnicking or sunbathing, locals were invited to experience the largest snowfall the park had ever seen. We provided all the materials needed for the perfect snow day: over 200 tons of freshly-made snow, two frosty hills measuring ten feet high, and sledding tubes. To fully maximize the snow day, we constructed a chalet filled with lodge tables right next to the sledding hills. And, since April is National Grilled Cheese Month, we welcomed hungry consumers to the lodge with a warm sandwich – on Artesano bread, of course.