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Hazy Day Sampling

Purity - Greene King Hazy Day


Greene King briefed Purity to craft a strategic On Trade program to support the launch of their new IPA, Hazy Day.

The objective was threefold:

  • Drive trial of the new Hazy Day IPA
  • Drive sales within participating pubs through a 2-4-1 mechanic
  • Educate consumers on the unique story behind the unlawfully delicious IPA


To generate excitement for the new beer launch, Purity People recruited for a team of trained brand ambassadors to visit participating Greene King venues. These ambassadors weren’t your average sample servers, they transformed into lively “town criers.”

Upon entering each pub, they’d announce their arrival with a loud bell, capturing attention by reading from a scroll. Consumers were invited to participate in a playful coin toss: heads meant winning a free pint of the new beer, while tails led to an entertaining story from the ambassador.

Ambassadors would also encourage consumers to make the most of the 2-4-1 deal which was live for one day only.


This interactive approach effectively engaged pub-goers and created a memorable launch experience.


outlet visits




free pints

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