Sampling at Clapham Junction London.
As part of Lee Kum Kee‘s Halloween marketing campaign we created a trick or treat sampling activation. Using Lola our trusty food sampling van we booked a space at Clapham Junction in London. We sent our sampling team to the capital to spook-out commuters.
We worked with Lee Kum Kee’s comms and design agency to create a Halloween themed sampling activation. Centred around the trick or treat theme the campaign needed a hook. And that hook was chilli jam filled doughnuts. All the jam for the donuts was made with Lee Kum Kee’s Chiu Chow Chilli Oil. Some of the doughnuts were mild chilli. Others were very spicy, hence the trick part. Equipment and branded assets included:
Targeting London commuters we booked an event space at Clapham Junction. As one of the busiest stations more than 2000 artisan donuts were baked in advance. Customers had to repeat the tongue twister to our team in exchange for a trick or treat doughnut. The phrase was ‘can you chiu chow chilli any chow?’ This engaged consumers, increased dwell time and allowed our team to introduce the product.
Using one of the most popular holiday seasons as a springboard for promotions is a no brainer. But how you do it is what makes the difference. A few cobwebs and the ubiquitous Halloween memes and artwork won’t create cut-through. That’s why this activation worked so well. There was a key point of difference in the design of the promo van. The brand utilised the typical Halloween theme colours and used them in a way which complimented the product. They also used a unique hook – the chilli jam donuts – to create interest and engagement.
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