DESCRIPTION: A grass roots sampling effort designed to visit consumers at workplaces and at outdoor lunch areas to invite them to "Do Lunch With Lays". This initiative included a program finale on the 4th of July at Baltimore's Inner Harbor.

PARAMETERS: Six-week guerilla sampling effort, 4 Jeep Cherokees with full graphic wraps, 2 person promotional team in each vehicle. Fourth of July Inner Harbor team included 50 event workers, 10 event managers and 5 vehicle/tent locations to distribute 100,000 samples in 8 hours.

PROMOTIONAL IMPACT: A 100% distribution goal was reached during the sampling program causing Lays to repeat the "Do Lunch With Lays" initiative. The PR obtained throughout this program was invaluable to a company fighting a home town snack food competitor.