In pictures: The Laughing Cow embarks on cubic sampling tour


Bel UK cheese brand The Laughing Cow has launched its Mini Cravings range with a nationwide sampling roadshow themed around feeding consumers' cravings.

The activation will target consumers in supermarkets and shopping centres around the UK across 29 live activity days. The initiative, which has been devised by agency Because, will run until the end of August.

The Mini Cravings cube installation acts as a sampling stand and also features a prize photo booth for consumers. The winnings were selected by fashion and lifestyle bloggers as items that people crave, and include a luxury air hair drying kit, titanium automation coffee machine, Amazon Kindle and a deluxe waffle maker.

Shoppers who pose for photographs will be presented with printed handouts in different colours. Visitors can also share the images on the brand’s Facebook page to enter the prize draw.

The experiential campaign, which is supported through PR and social, forms part of Bel UK’s push to encourage consumers to ‘feed their cravings’ with The Laughing Cow’s new and low-calorie offering.

Gwyn Humphreys, account director at Because, said: "Our giant Mini Cravings cube experience combines product sampling with a strong social element and the opportunity to win fashion or lifestyle prizes selected by highly-regarded bloggers.

"We anticipate that the experience will continue to generate widespread interest from consumers throughout the summer holidays as we bring this new product to life."

Bel UK is also hosting an virtual reality roadshow for its Boursin brand this summer. Read more about the campaign's development here.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free