We focused our strategy on two main types of activation:
We designed an experiential activation to increase brand awareness, drive trial and give consumers the opportunity to reconnect and break the ice in a social environment. This was done by creating an interactive pop-up bar with engaging games and the ability to sip sample as well as distributing full can samples. Locations included major shopping malls such as Bluewater and Trafford Centre, alongside events such as the Hampton Court Food Fayre.
Mass distribution activity
Mobile sampling units were produced to enable us to sample in volume, raise brand awareness in high footfall locations and give staff the opportunity to communicate the Waitrose listing and new can. Locations included Waterloo station targeting consumers heading to Twickenham for 3 of the Autumn Rugby Internationals, along with Liverpool and Birmingham mainline stations to reach commuters on their way home, and popular high footfall locations such as Spitalfields Market.