Smak

DFC hosts the official Cheese Rolling Festival

Beginning in 2008, smak and TAXI Vancouver were tasked to help promote and execute the first ever major annual Cheese Rolling Festival. Cheese rolling is a centuries old tradition, where daredevils chase a large wheel of cheese down a very steep hill. Crazy? Yes. Fun? Absolutely! The ultimate purpose was to promote Canadian cheese and The Dairy Farmers of Canada.

Media Angle
A great event needs a great strategic location. Enter Whistler - the perfect venue, particularly when your event coincides with the Crankworx Mountain Bike Festival. Media dollars were limited so smak went to work securing sponsorships, executing PR, and establishing multiple in-bar promos to generate daredevil discussions which drove word of mouth. Building awareness and getting people there is one thing, delivering the promised excitement is another. Smak was also responsible for venue negotiation, sponsorship activation, production, and all aspects of event management, right down to warming the knives to get that perfect cut of cheese.

The Result
PR helped drive millions of media impressions leading up to and after the event. The past two events have drawn crowds close to 15,000.