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Armstrong Cheese is introducing an AI-powered chatbot at its Cheese Taste Challenge summer activation.
The Armstrong Cheese GPT chatbot, available on the brand’s website, helps consumers discover ideas for summer meals, snacks and picnics by allowing users to ask “a cheesy question” or select from prompts like “I’m having a BBQ, what should I make?” or “Tell me about Armstrong’s shredded cheeses.” The chatbot experience is accompanied by product photos that direct consumers to the “Buy” section of the website.
QR codes on mini billboards at the Cheese Taste Challenge activation direct users to the Armstrong Cheese GPT chatbot.
The activation, which features a truck with a giant bar of Armstrong cheese, will tour key cities across Ontario, Manitoba, Saskatchewan, Alberta and British Columbia this year. At each stop, consumers can enjoy a blind taste test of the brand’s various cheeses, sample snacks and collect exclusive merchandise.
The brand is leveraging social media channels to promote the Taste Challenge and encourage participation. Vibrant Marketing handles the experience.
Armstrong Cheese senior marketing manager Tina Galluccio tells Media in Canada that Armstrong Cheese GPT is an “AI-powered recipe companion, which adds a playful digital twist to the in-person experience and which consumers can continue interacting with from our website in the comfort of their home.”
Galluccio says the Taste Challenge has been a successful activation for Armstrong Cheese, fostering brand engagement and product exploration since 2022. The campaign’s objectives include increasing brand recognition, encouraging trial and tapping into new markets. The 2025 edition, she says, continues that momentum while evolving with new elements like the Armstrong Cheese GPT, which also taps into the growing interest in AI chatbots to drive website traffic.
“From year to year, we’re building on key learnings from previous activations, making sure we adjust and improve the experience so that it remains highly engaging and buzz-worthy for Canadians,” Galluccio says. “Engaging Canadians of all ages through a direct, fun and flavour-forward experience helps reinforce brand preference in a price-driven category.”
The activation aligns with the brand’s existing marketing strategy, which emphasizes flavour and Canadian heritage through experiential and in-store initiatives. It follows the brand’s “Bring Your Own Armstrong” campaign, launched last summer to encourage consumers to make Armstrong Cheese their go-to choice for cheeseburgers. The campaign included a contest, “Bring the Flavour,” where participants could win one of three Armstrong coolers filled with cheese. In-store displays and food trucks at summer events in Ontario also featured cheese samples. Additionally, the campaign’s media plan included social media posts on Facebook, Instagram and TikTok, as well as influencer content.
Experiential and in-store components are “an important driver of top-of-mind awareness to prime choice when customers are at filling their physical or virtual shopping carts,” Galluccio says.
activation, AI, Armstrong Cheese, chatbot, Cheese Taste Challenge, experiential, Spotted, Vibrant Marketing
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