Chef Tour Touts Sargento Cheese

Sargento Foods is promoting its Bistro Blends cheese with a chef tour in malls and supermarkets.

Families compete in cook-offs in malls

The 10-market campaign includes and Bistro Blends Battles! in malls and Chef Live! appearances in supermarkets

The mall events let families compete in a cooking contest using their own recipes with Sargento cheese. Local celebs judge each contest; winners in each market get a $500 shopping card to use at partner retailers within the mall. Markets are Minneapolis, Tampa, Charlotte, San Antonio, and San Francisco.

The supermarket overlay brings fully costumed, theatrical chefs into grocery stores for cooking demos, sampling and games. The campaign runs through June via event-marketing agency Innova Marketing, Minneapolis.