Dairy needs to show up where people are in surprising and unique ways. This year, New England Dairy staff designed and created a new, first-of-its-kind Mobile Dairy Bar to bring a full dairy experience wherever people are gathered.
The Mobile Dairy Bar is a refrigerated van with a milk tap system for milk sampling. It also features a digital display, an Instagram photo booth, an exhibit booth, and a tent in the back.
The Mobile Dairy Bar made its debut at three Massachusetts drive-in movie theaters in Mendon, Marshfield and Topsfield in October to promote chocolate milk as the official beverage of Halloween. The events team handed out single-serve chocolate milks and set up a socially-distanced educational booth complete with a selfie station to engage moviegoers in a COVID-friendly manner. Educational materials, radio reads and a 30-second commercial during movie previews directed attendees and listeners to a Halloween landing page featuring recipes, activities and nutrition information.
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