Retail / Consumer
We were asked to help our longstanding client Lakeland Dairies launch its new Pour & More cream alternative into SPAR Stores throughout the South West.
To drive both retailer awareness and pull through from Appleby Westward (SPAR Retail Distribution Centre for the South West ) as well as to create a push campaign to SPAR shoppers we devised an in-store sampling campaign, aptly named Pour & More On Tour.
Working alongside the Lakeland Dairies team and Appleby Westward we identified and recruited influential independent SPAR stores as well as Appleby Westward company owned SPAR stores to take part in our sampling tour. The participating stores covered the length and breadth of the South West and included city centre stores, holiday parks, rural stores and seaside locations.
Running over a two week period and timed to coincide with an attractive 75p price promotion, our Brand Ambassador, complete with fully designed sampling kit, ran a series of sampling days. The engaging activity ensured Pour & More’s USPs were clearly communicated to both retailers and shoppers and of course there was a big focus on taste – hundreds of samples of Pour & More were served with delicious fruits and apple pie slices.
To help retailers drive awareness and footfall into stores during the sampling days we supported them by creating exciting social media content that they could share with their followers across their own social media channels.
We also ran a social media competition to encourage shoppers to take a picture of themselves enjoying Pour & More and using the hashtag #PourandMoreOnTour. The winner received a case of free product.
Retailers were hugely appreciative and supportive of the sampling tour working closely with our brand ambassador to ensure front of store positioning of the sampling activity, excellent merchandising and display in the chiller and use of our social media assets. Retailers and consumers alike provided exceptionally positive feedback on the product and the sampling activity itself.
The campaign delivered on every level achieving excellent scores for Awareness, Engagement, Conversion and Repeat. Such was the success of the campaign we expect to bringing the tour to many more retailers and shoppers over the coming months as distribution continues to grow. Watch this space.