To promote its new Artesano bread and celebrate National Grilled Cheese Month, Sara Lee hosted a "snow day" in warm weather.

For fans of grilled cheese, there's never a bad time to enjoy the simple sandwich. But since many people consider it a warm snow-day treat, Sara Lee decided to promote its new Artesano bread by staging a grilled-cheese-theme snow day in Kiwanis Park in Tempe, Arizona—an area that rarely sees snow. The April 1 event also happened to be the start of the unofficial National Grilled Cheese Month.

The bread brand partnered with Inspira Marketing to host the free family-friendly event, which used industrial snow machines to cover the park in fresh snow. Chef Justin Beckett of Beckett's Table in Phoenix prepared and gave away free grilled cheese sandwiches he made with the Artesano bread inside of a branded ski chalet.

Activities included sledding, snow ball fights, and snowmen building, and on-site brand ambassadors wearing traditional snow day attire helped facilitate the activities.

SOURCE: BizBash