Campaigns
The Laughing Cow drives a giant cheese wedge through Minneapolis
The dairy brand takes its iconic triangular cheese format off the pack and onto the streets with a full-sized branded “Wedgemobile” at Minneapolis’ Uptown Art Fair.
The Laughing Cow took its signature cheese wedge from the refrigerator shelf to the streets of Minneapolis, giving its OOH presence a decidedly larger-than-life makeover. The brand’s “Wedgemobile” — a full-size truck designed and shaped like one of its familiar cheese triangles — made its way through the city as part of the Uptown Art Fair.
Built to be noticed, the vehicle transformed a recognisable product shape into a moving brand experience. With The Laughing Cow’s distinctive branding covering the structure, the Wedgemobile functioned as both a mobile OOH unit and a physical extension of the product itself.
The activation also went beyond visibility. Fairgoers could stop by to sample the cheese, pick up recipe cards and take part in prize-wheel spins, creating multiple points of interaction around the branded vehicle.