Feel the Nature

Eat Natural approached Purity to:

• Increase brand awareness
• Increase brand penetration within the category
• Reach the target growth audience
• Drive sales and ROI
• Support Out of Home media campaign: ‘Feel the Nature’

Experience

We devised a campaign focused on getting products into consumers’ hands in high footfall locations, offering them an opportunity to engage with the brand, trial the product ‘on the go’ and complete online research to ‘win’.

A sampling stand was designed that would work in a 360-degree environment, with consumer access possible from all directions. It comprised of a sampling bar combined with fruit trees that represented those used in the bars. A living wall with a swing gave consumers the potential for user-generated content (organic social).

The ambition was to land the campaign messaging with the opportunity to ‘Feel the Nature’ where consumers least expect it (bringing nature indoors), whilst targeting on-the-go consumers through product trial, in areas where there is an opportunity to purchase. As such, the chosen locations included mainline train stations in London, Birmingham, and Manchester, along with street sampling near commuter hubs such as underground stations in Westminster and the Boxpark leisure destination in the City of London. In Waterloo, we activated underneath the large format promotional screen running the OOO media.