The Laughing Cow just built a truck shaped like cheese

The Laughing Cow has driven a giant wedge of cheese into Minneapolis.

The dairy brand’s “Wedgemobile”, a full-size truck built and shaped like one of its signature cheese triangles, rolled through the city’s Uptown Art Fair, handing out samples, recipe cards and prize-wheel spins to fairgoers who came for art and left talking about cheese.

There’s no app behind it, no AR filter… in a marketing landscape crowded with digital activations, The Laughing Cow is betting that experiential marketing still works best when it’s tactile: something people can walk up to, photograph and remember.

The truck anchors a wider brand world built around sampling: five-ingredient-or-less recipes posted online, retail coupons handed out on site, and a branded “Spin the Wedge” prize wheel, all engineered to turn curiosity into a first taste.

“Could we have just built a fun, wedge-shaped truck that makes people smile on the road? Sure – and honestly, that alone would’ve been a great weekend,” Alison Zhao, from the Laughing Cow team, wrote in a LinkedIn post after the fair.

“So many people love The Laughing Cow. Even if they haven’t tried it yet. That’s where we roll in.”

The stunt follows sister brand Boursin’s cheese occasion Christmas push.

Bel Brands, which owns both, seems increasingly comfortable letting its products get literal.

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