Haribo x Wall’s x ASDA Ice Cream Van Activation

ASDA car park sampling

Each ASDA store car park was transformed into a Haribo experience zone, featuring:

• A bright yellow Haribo-branded ice cream van wrapped in Wall’s branding (our lovely Vanessa)
• A striking 3-part archway entrance and large floor graphics.
• Café posts, ropes, and Haribo gummy bear props for a fun, themed look.
• Staff in Haribo T-shirts handing out samples with branded napkins and tubs.

Shoppers received half-portions of the Haribo Push Up Ice Cream, topped with gummy sweets. They were encouraged to scan a QR code survey, share feedback, and then head inside ASDA to purchase full packs.

Campaign objectives

Working directly with CPM, The Haribo x Wall’s x ASDA car park sampling tour was created with clear goals to drive both brand awareness and shopper engagement. Each objective was carefully designed to link the fun of outdoor experiential activity with measurable in-store impact.

• Drive awareness of Haribo Push Up ice creams:
  The tour introduced shoppers to the newly launched Haribo Push Up Ice Cream, making the product visible and memorable in busy ASDA car parks. Branded vehicles, bold graphics, and colourful props amplified awareness beyond just the sample itself.
• Deliver large-scale sampling:
  Each store activation was set a target of around 300 samples per day, ensuring thousands of direct customer touchpoints over the course of the tour. By cutting the product into half-portions, the team was able to stretch stock further while maximising trial.
• Encourage immediate purchase:
  Staff were briefed to guide shoppers directly to the frozen aisle inside ASDA, where the product was merchandised. This closed the loop between trial and purchase, supporting retail partners while boosting sales.
• Gather live shopper feedback:
  A dedicated QR code linked to a customer attitude survey, with a target of 30 responses per day. This gave Haribo and Wall’s valuable insights into shopper perceptions, preferences, and purchase intent in real time.
• Amplify brand visibility:
  Beyond sampling, the bright Haribo branding, large archway, and playful props ensured the tour stood out as a high-impact experiential moment. The ASDA mobile sampling tour format brought colour and energy to retail environments while reinforcing Haribo’s fun, family-focused positioning.

Why it worked

• High visibility: Bright, family-friendly branding stood out in busy ASDA car parks.
• Engagement loop: From sample → survey → in-store purchase.
• Efficient delivery: Clear roles, robust kit list, and daily WhatsApp reporting.
• Playful experience: Blended Haribo sweets with Wall’s ice cream to surprise and delight shoppers.

This Asda mobile sampling tour successfully combined retail theatre with practical sales-driving activity.

Results

The Haribo x Wall’s x ASDA car park sampling tour successfully delivered against its core objectives, creating both immediate shopper impact and longer-term brand value.

• Raised awareness of Haribo Push Up ice creams:
  The bright, playful activation captured attention in busy ASDA car parks. Thousands of shoppers were introduced to the new product through direct engagement and colourful event branding.
• High-volume sampling achieved:
  The campaign distributed around 300+ samples per store per day, reaching several thousand families across the nine-day tour. Cutting the product into half-portions maximised stock while maintaining quality of experience.
• Drove in-store purchase:
  Staff consistently guided shoppers into ASDA’s frozen aisle, reinforcing purchase intent. Early reports indicated increased footfall in the frozen category during activation days.
• Collected valuable shopper insights:
  QR-enabled surveys provided immediate feedback, with response numbers meeting daily targets. Insights included taste perceptions, willingness to purchase, and family appeal.
• Delivered strong brand visibility:
  The mobile sampling tour created standout presence in each location. Bold visuals, fun props, and friendly staff strengthened Haribo’s positioning as a playful, family-focused brand while driving trial at scale.

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