South Beach Diet Tour Washes Up at Retail

Packing sand, palm trees, beach umbrellas and heat lamps, Kraft Foods this month took its South Beach Diet brand on another mobile cafe tour.Decked out in an oceanside aesthetic, the "Beach in a Box Cafe" featured a 35-foot van with floor-to-ceiling windows, South Beach Diet representatives and a snack bar, along with an outdoor seating area warmed by a palm tree-shaped heat lamp. The tour traveled to nine metropolitan areas throughout January. Visitors received brochures detailing the Diet -- along with recipes, exercise tips and coupons for South Beach items -- while a South Beach consultant answered questions about the plan. Snack bar patrons chose between samples of microwaveable pizza and sandwich wraps (served by the cafe chef) as well as free cereal bars and cookies. Select stops in New York, Boston and Washington, DC featured appearances by celebrity fitness trainer Ramona Braganza. Local trainers were on hand in Philadelphia, Baltimore, Indianapolis, Pittsburgh, Chicago and Minneapolis.Supermarkets including A&P, Safeway chains and Supervalu's Albertsons hosted the cafe, which made one-day visits to store parking lots. Meijer, which operates an online Healthy Living venture with Kraft, promoted the tour on its web site. The Cafe also visited shopping malls and high-traffic public areas such as Grand Central Station in New York City and Pioneer Square in Chicago.Kraft offers more than 50 SKUs of packaged foods, including cereal bars, frozen entrees, snacks and sauces, in a licensing deal with SBD Trademark Limited Partnership. The products are being promoted in stores with shelf talkers on freezers and temporary displays.This is the second year for the tour, which visited nine cities including San Francisco, Portland and Seattle in 2006. Momentum Worldwide, Chicago, and Weber Shandwick, Chicago, handle.

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