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Johnsonville hires Fervent Events for sampling campaign

Food company Johnsonville Sausage has retained Fervent Events of Toronto as its experiential marketing agency in Canada. The firm will conduct a series of sampling events through the summer intended to raise awareness of the brand in Quebec. The sampling initiative will make use of a branded vehicle called the Johnsonville Sausage Food Truck, which will attend five festivals during the summer to sell sausage products. According to Fervent, the revenue from these sales is expected to pay for 70% of the cost of the promotion. The truck will also conduct retail sampling events at participating grocery stores. The truck will also distribute a sausage recipe book containing coupons for Johnsonville products.

"We're excited to partner with Fervent Events on this experiential marketing opportunity throughout Quebec," said Jackie Hendricks, head of international marketing at Johnsonville. "Experiential marketing through sampling specifically is the most effective way we can connect with consumers, because it allows our products to speak for themselves."

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