iMP sampled more than 22,000 Mcvities Gold Billions wafer bars in London and Manchester.
Mcvities Gold Billions sampling. As easy as it sounds right? Well, not too far off. Originally in a biscuit format, Mcvities turned this ludicrously popular product into a 60g chocolate wafer bar. And to help launch it into retailers and commuter hubs, we went sampling.
Using our famous branded sampling bins, we stocked our chiller van with tens of thousands of Mcvities Gold Billions bars. Booking and purchasing permits for Manchester and London, we strategically targeted commuters on their way to and from work.
Of course it wasn’t hard to sample the tens of thousands of chocolate wafer bars. Distributing free chocolate is a pretty easy win. But there’s a greater strategy behind it. The principle was to introduce consumers to the new variant. The product includes a new caramel covering, larger format and wafer centre. Shortly to be listed at commuter hubs and retailers like WHSmith we positioned our sampling teams in proximity to the outlets.
As part of the campaign we gathered feedback through video voxpops. We asked consumers what they thought of the new bar, especially the taste. The feedback was incredibly positive overall, with 58 of the 60 consumers surveyed giving the product the thumbs up. This video data was invaluable for the brand, showing them exactly how shoppers felt right there and then. This provided a true insight into the brand’s target demographic.
“Increased brand awareness and drive to purchase in WHSmith stores nationally. An overwhelmingly positive response to the product from consumers who participated in the taste test.”
You may also be interested in....
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
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
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
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
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
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
