Deliveroo Editions sampling during ‘Lockdown'
Purity recognised the challenge brands were facing in getting their product into the hands of their consumers during the Covid-19 UK lockdown. We saw an opportunity for one of our clients, the brewer and pub retailer Greene King, to promote their new Ice-Breaker beer to their key London demographic at a time when their estate of pubs are currently closed. The ambition was to drive trial and engagement amongst target consumers at home, bringing the product to their doorstep through Deliveroo Editions takeaway orders, whilst also offering a drive to purchase coupon to encourage future sales.
5,000 chilled bottles of Ice-Breaker were distributed across 8 London Editions sites over 7 days.
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