Mamma Chia is sponsoring the Vans Warped Tour presented by Journeys to build preference among young adult consumers.

The organic food and beverage company is using the sponsorship to promote Chia Squeeze, a mix of chia seeds and fruits and vegetables in an on-the-go pouch.

“Many young people eat healthier than they did in the past, and they’re starting to make purchase decisions. We want to make a positive brand impression,” said Lance Hoffman, Mamma Chia’s vice president of marketing.

From the bigger picture perspective, music serves as a common denominator across Mamma Chia’s broad demographic—health-conscious consumers.

“Regardless of any demographic makeup, people like music. Festivals are great way to engage people of all ages, backgrounds and walks of life.”

Mamma Chia leverages the Warped Tour with on-site product sampling, around which it educates consumers about the health attributes of chia.

“We strive for authentic connections. It’s not just about getting product into people’s hands. It’s about giving them a positive connection with the Mamma Chia brand.”

The company uses the sampling program to build presence on social media. Once a consumer samples Chia Squeeze the company offers a regular-size portion of the product in exchange for a photo post on Instagram, Facebook and other social media channels. The company asks consumers to include the Mamma Chia and Warped Tour hashtags with the post.

“The promotion is very successful. We see a lot of traffic,” said Hoffman.

Mamma Chia also uses the Warped Tour to engage musicians via product sampling.

“Like athletes, many musicians have figured out that taking care of themselves will prolong their careers.”

Expands Presence In Endurance Sports
Endurance sports athletes represent a key target for chia products.

“It’s hard to find a serious runner who hasn’t heard of chia,” said Hoffman, pointing to the plant’s benefits in pre- and post-workout recovery.

Mamma Chia is expanding its presence in the endurance sports world. The company this year sampled product at the health and wellness expo at the Boston Marathon and will have a presence at the TCS New York City Marathon in November.

The company also distributes product at Rock ‘n’ Roll Marathon Series events, the San Francisco Marathon and the Bank of America Chicago Marathon.

Mamma Chia also sponsors cycling, surfing, yoga and other healthy lifestyle events.