Kraft Foods’ Mellow Birds coffee brand is launching a new Mellow Birds Milk Float Road Show aimed at students, encouraging them to invite each other for coffee.

The roadshow, put together for Kraft by Lime, launches on 8th February at Hull and Sussex Universities, the first in a series of 16 University visits. The Mellow Birds Milk Float will be on campuses handing out coffee samples, mugs, coffee frothers and other free items. The activity is also supported by a poster and email campaign at each university.

Creative has been designed to reinforce the Mellow Birds positioning statement – “Born to be Mild. Coffee, but not as full on.”

Lime is part of the marketing services division of the Leo Burnett Group and works on many of Kraft’s coffee brand’s campaigns.