This summer, The Laughing Cow® took its iconic spreadable cheese wedge to the streets – debuting a giant wedge-on-wheels, The Wedgemobile, for a traveling pop-up experience designed to show consumers just how versatile its spreadable creamy cheese wedges can be while bringing the brand’s playfulness to life.
More than a food truck, The Wedgemobile is the world’s first vehicle designed and built to replicate the shape, look, and finish of an actual Laughing Cow spreadable cheese wedge. A physical embodiment of the product and rolling brand experience. Popping up at festivals, events, retail stores and everyday hotspots throughout the summer, serving up samples and wedge-inspired bites that showcase new and unexpected ways to incorporate The Laughing Cow into everyday snacking and recipes.
Concepted and brought to life by the brand’s agency of record, Havas Chicago, the traveling activation kicked off in Minneapolis, MN in early August, then moved on to Bentonville, AR with the third and final stop happening this weekend in Nashville, TN. The Wedgemobile will roll through the Nashville Farmer’s Market (9/4), followed by the Kroger Wellness Festival (9/5).
The activation has been supported with owned and paid social media across Instagram and TikTok. From influencer collabs to surprise-and-delight moments (yes, featuring the cow!), the brand has invited fans to engage, capture, and share at every stop – turning each interaction into endless UGC and social fuel.
“We jumped into this project with the intent of solving a real brand challenge: many people still don’t know how to eat The Laughing Cow. This became more than just a brand activation. By combining an unmistakable physical expression of the brand with sampling and creative food inspiration, the Wedgemobile became the perfect ‘vehicle’ to get people’s attention, transforming curiosity into trial and showing people just how versatile, snackable, and approachable the product can be,” said Kat Ott, President of Havas Chicago.
