2025 Kentucky Derby Activation

Proudly Wisconsin Cheese attended the 2025 Kentucky Derby with an onsite activation featuring the Rinds and Roses clubhouse where attendees could sample and learn more about Wisconsin cheese, as well as plenty of photo ops. We also had roaming sampling options and Top Chef's Gail Simmons wore our custom-made PWC-KD fascinator hat. Beyond the excitement at Churchill Downs, our team took the Kentucky Derby brand activation to a retail promotion in partnership with Kroger-Murrays. Themed “Kentucky Derby Perfect Bites” featuring Wisconsin cheese were sampled in 15 stores surrounding Louisville, RESULTING IN A 46% INCREASE IN WISCONSIN CHEESE SALES.

From the original award submission.