The Laughing Cow spent the summer taking its signature cheese wedge on the road with The Wedgemobile, a traveling activation created by Havas Chicago.
The oversized wedge-on-wheels was designed to replicate the shape, look and finish of an actual Laughing Cow spreadable cheese wedge, turning the product itself into a mobile brand experience.
More than a food truck, the Wedgemobile was built to solve a practical marketing challenge: showing consumers how versatile the product can be.
At each stop, the activation served samples and wedge-inspired bites designed to demonstrate new ways to use The Laughing Cow in everyday snacking and recipes.
The campaign kicked off in Minneapolis in early August before moving to Bentonville, Arkansas, and ending in Nashville at the Nashville Farmer’s Market and Kroger Wellness Festival.
“We jumped into this project with the intent of solving a real brand challenge: many people still don’t know how to eat The Laughing Cow,” said Kat Ott, president of Havas Chicago.
Ott added the team saw an opportunity to make the product itself impossible to ignore. “By combining an unmistakable physical expression of the brand with sampling and creative food inspiration, the Wedgemobile became the perfect ‘vehicle’ to get people’s attention, transforming curiosity into trial and showing people just how versatile, snackable, and approachable the product can be.”
The campaign also extended across Instagram and TikTok, with paid and owned social supporting the roadshow through influencer collaborations, surprise-and-delight moments, and user-generated content.
The idea is simple, visual, and very literal: if consumers aren’t quite sure what to do with a wedge of Laughing Cow cheese, put the wedge on wheels and bring the answer to them.
For Havas Chicago, it’s experiential marketing with a built-in punchline.
And yes, they actually made the cheese the vehicle.
CREDITS:
BRAND: The Laughing Cow
AGENCIES:
- Havas Chicago
- Horizon Media
- InBeat
- BeCommerce
- Edelman US
- BeStudio
