18 years of human connection and communication
November 2025
Founded in 2007, we’re excited to be celebrating 18 years in business this month. To mark our milestone birthday, we thought we’d take you back through some of our biggest brand experiences, sampling projects and staffing highlights over the years.
Our strategic approach to experiential marketing has seen us grow from brand experience and product sampling to the creation of our staffing agency, Purity People and expansion into international markets, including setting up a base in New York and establishing Purity USA.
Here’s our highlights from the past 18 years.
The Olympic Games and other major sporting events
When all eyes were on London in 2012, Purity was excited to be part of the action, delivering three initiatives for the incredible Olympic Torch Relay (OTR).
The first project was to support Cheil Worldwide and Avantgarde UK in the delivery of the daytime OTR. A core team of 24 Samsung brand ambassadors were recruited to work the 70-day tour from Lands End to London, covering over 1,000 cities, towns and villages over an 8,000 mile journey.
We also worked with agency, Ear to the Ground to deliver the OTR evening celebrations, manning the Samsung experience and providing handset demonstrations on the UK’s biggest roadshow, which featured 66 live nights.
Finally, Purity worked with Cheil, Samsung and Vodafone on an in-store activation in all Vodafone stores that the OTR passed through. Over the 70-day period, Purity provided nearly 3,000 staffing days to clients.
Following our success in London, Purity was appointed by Cheil and Jack Morton Worldwide to support Samsung’s long-standing association with the Olympic and Paralympic Games in Rio de Janeiro at the 2016 Olympic Games.
We used our established international agency network to provide local product experts and staff to work across the three different locations; Olympic Park, Athlete’s Village and Main Press Centre.
In the Summer of 2013, we partnered with US agency Inspira Marketing to design, produce and activate an experience to amplify the Microsoft sponsorship of the British and Irish Lions Rugby Tour in Australia.
Rugby fans in Cardiff and Melbourne were united through a virtual ‘Hole in the World’, which was built by Microsoft and enabled Lions fans and Australia fans to interact live, from both sides of the earth.
Other major sporting events that we’ve worked on include the Qatar and Abu Dhabi Formula 1 Grand Prix, highlighting the Marriott and Mercedes AMG partnership in the Middle East, and the British Formula 1 Grand Prix, showcasing a special edition design of Fernando Alonso’s Aston Martin helmet.
Working alongside Sports & Entertainment agency CSM, we also delivered a pan-European brand activation and staffing for a Johnnie Walker Fan Zone Pop-Up Bar, with sampling stands located around the trackside grandstands, at a series of Formula 1 races across Europe.
Purity worked closely with partners from our International Agency Network to provide local staff as mixologists, bar managers and sampling staff all managed by our project team. The campaign delivered over 160,000 samples and nearly 20,000 cocktails were sold at the Johnnie Walker bar.
Working with major FMCG brands
As well as sporting events, we love working with global FMCG brands, such as the legendary Danone, whose Alpro, GetPRO, Evian and Volvic products we’ve helped to promote for a number of years.
We’ve also delivered campaigns for Mondelez International’s iconic snack brands, including Green & Black’s, LU Biscuits and Philadelphia.
To raise awareness of KFC Delivery’s partnership with Sky Sports, working with Freuds, Purity produced a KFC Delivery Pit Stop at Moto Cherwell Valley Services near Silverstone prior to the British Formula 1 Grand Prix.
We’ve worked on a number of activations for Greene King, including the recent strategic On Trade program to support the launch of its new IPA, Hazy Day.
At Barcode Festival 2025, Purity and Lee Kum Kee made a big impact with a vibrant and modern Hong Kong noodle bar, complete with 3D photo wall and branded lightbox feature.
Serving up flavoursome speciality noodle dishes, the Lee Kum Kee activation was a huge hit, especially the fun and funky noodle hats that everyone was wearing around the festival – they even made it onto the big screen during the Chase & Status set!
Growth of Purity People
Our hospitality staffing services ramped up in 2015 when Purity People was appointed to work at one of the world’s largest sporting events, the Rugby World Cup.
Providing staff to manage the exclusive Spirit of Rugby VVIP Guest Lounges, including the Royal Boxes, and friends and family areas throughout the tournament as part of the VIP Guest Programme, our hospitality team worked across a total of 48 Rugby World Cup matches.
This work led to further staffing opportunities, including our queue activation at Wimbledon with Evian and the amplification of Vita Coco’s sponsorship of World-class athletics at London Stadium for the London Athletics Meet as part of the Wanda Diamond League series.
For a number of years, Purity provided event and hospitality staff to all BMW and MINI events across the UK, from brand-led activations such as the BMW PGA at Wentworth and Goodwood Festival of Speed to conferences, pop-up stores and sporting events.
The events were often high profile, including the Frieze Art Fair, Goodwood Revival, Scottish Open and the British Touring Cars Championship, and we take great pride in supplying staff of the highest quality at all times to bring the brands to life.
Purity worked with BMW and MINI UK to organise casting and selection days, investing in significant training to develop the skills and expertise of staff, with a number recognised as product geniuses.
In addition to working with Samsung on the Olympics campaigns, we’ve also delivered excellence in customer service at its Samsung Galaxy Studios, where Purity People gave over 170,000 product demonstrations.
Purity People currently has more than 2,000 event managers, promotional and event staff registered. Over the past 10 years we’ve delivered nearly 50,000 shifts across 1,500 campaigns.
International expansion into USA
Established in 2014, Purity USA is based in New York and covers all 50 states in the US and all of Canada. Since then, we’ve built a strong presence within the US market and have worked on a number of experiential marketing and staffing projects, including for MadeGood, Owkin, Sunny & Fine’s and SKYN.
Our recent project for Heineken 0.0 at Grand Central Terminal is a great example of how we’re expanding our international capabilities. We helped Heineken make a bold statement for its 0.0 brand during the US Open – putting non-alcoholic beer in the spotlight at the heart of New York City.
We designed and produced a 15-day experiential takeover at Grand Central Terminal, one of the busiest commuter hubs in the world.
This September, we worked with Dirtea to drive sales and demystify adaptogens through in-store sampling at 100 Vitamin Shoppe locations across the USA.
Our trained, wellness-savvy brand ambassadors engaged and educated consumers on the functional benefits, whilst offering samples of Dirtea gummies.
What’s next?
At Purity, we’re always thinking about our next move and we’ve recently undertaken a strategic review of the agency’s operations to determine how we continue to grow our international footprint and expand our service offering.
We look forward to announcing the details of ‘what’s next for Purity’ very soon.
Watch this space!
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