Award-winning Grenade Sports Nutrition partnered with iMP to promote a new range of protein packed products through consumer product sampling at key commuter hubs across the UK.
Distributing a combination of more than 50,000 Grenade protein shakes and new protein spreads the sampling activity was supported by a recipe card using Grenade products.
Starting with London and Manchester, Grenade branded sampling teams were deployed from 7am at high footfall tube stations across London including St. Paul’s, Chancery Lane, Embankment, Covent Garden, Shoreditch and Old Street and on busy commuter routes in Manchester city centre. The strategy also included product sampling and distribution around head office sites for Co-op and Sainsbury’s with the purpose of catching the attention of trade buyers and category managers before work.
We managed all logistics of the campaign from sampling location research, permits, applications and site bookings to stock management, storage and recycling, health and safety, vehicles, training and staffing. As the protein shake could be stored and consumed at ambient temperature a refrigerated vehicle was not required for transportation and storage on this activation. A full event report including sample distribution figures, consumer photos and feedback was submitted to the client post-activity with incremental updates throughout the activity each day.
“Working directly with the team at Grenade HQ has been a refreshing and unique experience. Their non-nonsense ‘get the product out there’ attitude fits perfectly with iMP’s approach when it comes to high volume, fast-paced grand and go sampling.” Grenade’s number one priority was to get the samples into commuter’s hands and drive trial, an attitude which we certainly share.
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