Prairie Farms Dairy has a multi-year promotional deal with the St. Louis Cardinals and wanted to leverage this relationship to create a bigger impact with fans. The objective is to reinforce that Prairie Farms produces wholesome, family-friendly products as well as create a unique activation event that featured new product sampling.
Incorporating an initiative that the St. Louis Cardinals wanted to build with pre-game activities at the stadium, Cliffedge Marketing created Ice Cream Sundays. This unique sampling opportunity encourages families to arrive to the stadium early to appreciate time with their loved ones as well as enjoy free samples from Prairie Farms Dairy.
Staffed by Cliffedge Marketing’s brand ambassadors, the event was an instant hit with fans and the team alike and has been included as an annual series of events since the program’s inception in 2001. By incorporating a children’s craft table and fun game day activities with Team Fredbird, the events have become a hallmark of Sunday home games.
This sampling opportunity creates brand affinity by allowing consumers to taste a product before purchasing and allows Prairie Farms to share brand equity with a Major League Baseball team by incorporating themselves into the fabric of the fan experience. Each year, approximately 28,500 samples are provided to fans, with over 515,000 samples handed out since 2001.