Nationwide peanut butter sampling roadshow.
We developed a strategically led experiential Pip & Nut sampling roadshow. This was to showcase their nut butters and new peanut butter cups. Researching and managing all sites, we combined the target demographic with perfect locations and dates for sampling to consumers. Check out the results below.
Working with a significant five-figure budget we designed a Pip & Nut sampling roadshow. The strategy included sampling close to Tesco stores which stocked the product. Focus locations included London, Reading, Bournemouth and Brighton. Target demographic included shoppers and families but was not limited. Part of the campaign strategy was to increase brand awareness to all shoppers.
We created an experiential pop-up which included our branded ice cream van. As a way to engage consumers we designed a number of assets to increase dwell times. These included a wheel of fortune where shoppers could win jars of peanut butter, tote bags, tea towels and more. Plus a custom Pip & Nut counter, gazebo and branded peanut cloth peanut sacks. This all added to the theatre of the Pip & nut brand.
In addition to the fixed location experiential sampling, we branded our sampling bins to execute some ‘roaming’ sampling. This worked alongside the main events allowing us to generate greater general reach. As a result this increased the sampling opportunity significantly. While the engagement time with consumers was lower, the sampling volume was much higher. But we’d definitely expect this kind of result when comparing the two formats.
It’s essential to provide clear and up to date allergy information when sampling. When working with brands and products which contain any of the top 14 allergens (UK) you must display those allergens. An easy way to do this is to create A3 notices near the point of sample distribution. These should be bold, highly visible and accessible to all consumers. It’s also a good idea to ask consumers if they have any allergies and draw their attention to the notices.
