Sampling to families at Legoland, one of the UK’s top theme parks.
When Bear Snacks wanted to sample to families at a fun, high footfall theme park, LEGOLAND Windsor was the perfect fit. Partnering with iMP Experiential, the brand delivered a vibrant theme park sampling activation that put natural fruit snacks directly into the hands of thousands of parents and children. With on-site brand ambassadors, clear messaging, and a playful setup, this activation proved how theme park sampling can drive awareness, engagement, and long-term brand love in a single day.
Working directly with the brand, the goal: to introduce Bear Snacks to a family audience in a relevant, engaging, and measurable way. Key objectives included:
LEGOLAND Windsor provided the perfect platform for Bear’s theme park sampling campaign. With thousands of families exploring the park each day, the activation offered the ideal mix of scale, fun, and relevance. From the first guests through the gates to the last families heading home, iMP’s sampling staff kept energy levels high and queues moving smoothly turning every moment into an opportunity for brand engagement and conversation.
Using a number of branded sampling bins, staff dressed in Bear branded uniform and a stock vehicle full of samples, the sampling was intense to say the least. The Bear Snacks sampling space at LEGOLAND was designed for visibility and interaction. iMP managed every element, from event space booking and coordination to stock control, staff scheduling, and visitor flow. The setup reflected Bear’s bright, playful personality, combining simple, natural design with high-efficiency logistics.
LEGOLAND was handpicked for its perfect audience fit: families with young children who already value play, imagination, and fun. Bear’s natural fruit snacks complemented the park’s wholesome, family-friendly ethos. iMP managed all event space coordination and site logistics, ensuring the brand was visible, compliant, and in the perfect position for maximum footfall. Although the event space itself is expensive, the benefits can outweigh the costs. You have an excuse captive market with no other competitors on site on the activation day. So you have the entire park customers to yourself!
Theme parks like LEGOLAND are immersive spaces. Visitors are relaxed, engaged, and open to new experiences. That mindset makes them ideal for live product sampling. For Bear, the playful setting reflected the brand’s tone and created a lasting emotional connection. Sampling at LEGOLAND allowed Bear to reach tens of thousands of parents in a single day, at a time when they were fully present and receptive.
Theme park environments are fast-paced, high-traffic spaces with tight operational requirements but that’s exactly where iMP excels. At LEGOLAND, we coordinated early access with park management, managed crowd flow, and worked within strict site and safety protocols. The result was a smooth, compliant activation that ran seamlessly throughout the day. Our experience in theme park sampling logistics meant Bear Snacks could focus on the fun part (engaging with families) while we handled every practical detail behind the scenes.
Absolutely. While the event space cost represented a significant portion of the overall budget, LEGOLAND Windsor delivered something few environments can: an exclusive, captive audience of over 20,000 engaged visitors in a single day. Sampling at this scale and quality meant Bear Snacks reached families who perfectly matched their target demographic: parents seeking natural, healthier snack options for kids. With 15,000 products sampled, the activation achieved an average cost of just £1.64 per sample in a premium setting, combining scale, precision, and impact. For Bear, the value went far beyond numbers. It built genuine brand connection with a high-quality audience that simply can’t be replicated in other environments.
Had a wonderful experience working with David and the whole iMP team for an event this summer! David went above and beyond to help wherever possible and the branded ice cream van turned out beautifully. Hope to work with iMP again soon!
Brand Manager, ETTG
David and team at iMP are the real deal - kind, personable, dependable, professional, and offer a craftsmanship that rivals any agency I've encountered in my career. We will absolutely be using iMP again for any future UK activations (if they will have us) and highly recommend for any companies seeking an incredible experience - ESPECIALLY if you're a US-based team like us, and need an expert on location.
Brand Director, Life360
We worked with iMP on stands for two different events and were thrilled with the quality of the items we received. The team executed our brief to a fantastic standard, working to a tight turnaround to deliver all materials required for both events, and were extremely supportive and quick to respond to any questions we had throughout the process. Thank you iMP for your work on this project to ensure we had incredible activations at both of our events!
Brand Manager, BOL Foods
We worked with iMP for our event stand and staffing of the Ideal Home Show. David and the team were fantastic, our stand was incredible and we had so many compliments on it. The staff were great, they are really high energy and engaged our consumers at the stand. I would highly recommend if you are looking to run any sampling or experiential events for your brand.
Brand Manager, Snuggledown
We partnered with iMP Sampling & Experiential for a summer campaign with one of our clients, and we couldn't be happier with the results. They executed a total of 42 in-store events nationwide, and their team's expertise in sampling and experiential marketing truly shone through. The staff were great at engaging with customers and helping us to achieve our goal of increasing footfall and participation at each event.
Account Director, CreativeRace
Hiring iMP for an event I was leading on for a new client was a great decision. They turned around a high quality sampling event and promo vehicle with a very short turnaround time, and their staff on the day were incredibly enthusiastic and professional. They made the process easy and the client very happy, we'll definitely be working with them again.
Brand Director, Lee Kum Kee
