Greene King owned Old Speckled Hen briefed Purity to deliver a London-centric experiential sampling campaign to support the recent brand refresh.
The activity was part of an integrated campaign aimed to drive awareness and help to recruit a younger audience (30-40 year olds) to the brand with the fresh appeal of a chilled serve.
It was important the brand messages clearly supported the ‘Drink Curious’ proposition which was consistently communicated by the trained staff and on the printed stand assets.
Driving trial to the masses: Over 65,000 samples delivered across four dates.
Reinforcing the great taste message: 85% of consumers enjoyed the chilled taste.
Influencing future purchase behaviour: 80% of consumers would consider buying Old Speckled Hen.
Overcoming preconceptions: 60% of consumers said it was not what they expected.
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