Sport Shake, a recovery shake made from real dairy, had been in select markets for more than 25 years. Dairy Farmers of America, a 14,000-member dairy cooperative and owners of the brand, were looking to increase both retail distribution and consumer awareness of the product in select markets.
Lundmark was engaged to assist in a test market development strategy that included negotiating and executing event sponsorship agreements with youth and professional sports organizations. A full experiential marketing program for each of the events was developed, inclusive of activation materials, staffing, coupon distribution, and promotional signage/branding.
The overall program was successful with both distribution and sales. The sales materials helped distributors achieve wider distribution across the market. Consumers reacted positively to the Sport Shake experience resulting in a sales increase during the 6-month campaign.