Alexia: Farm to Flavor Tour

This case study describes how Alexia Frozen Foods targeted farmer's markets in the United States to convince food-lovers that its frozen foods could provide the quality they demanded, by using 100% natural, minimally-processed ingredients.

Company: Alexia Foods, Inc. (ConAgra Foods)

Agency: Epsilon

Campaign Summary

This experiential marketing tour by ConAgra Foods, a US packaged food company for Alexia Foods, was all about hitting the road with flavor. By partnering with local chefs along the way, the tour sought to convince all-natural foodies that Alexia Foods frozen foods could provide the quality they demanded, by using 100% natural, minimally-processed ingredients, while also delivering modern, sophisticated flavors. Armed with fresh inspiration from local chefs and an attention-getting food truck, Alexia embarked on a six-stop tour targeting farmer's markets and food-lovers events to convince its...

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