A powerful and effective sampling collab between Hello Klean and Jenki Matcha.
The function of this brand experience was to position Hello Klean as a modern lifestyle brand beyond functional hard water care. So iMP delivered a high visibility co-branded brand experience in collaboration with JENKI Matcha.
Set in Bishops Square London, this experiential sampling campaign combined live matcha sampling with Hello Klean product gifting, creating a brand moment designed to engage a wellness driven urban audience.
The objective was clear. Drive awareness. Deliver qualified product sampling. Align Hello Klean with culture, community and premium wellness positioning.
When a brand collaboration is placed in the right cultural moment, it stops feeling like marketing and starts feeling like something people want to be part of. In the middle of Bishops Square, the matcha truck did exactly that. Office workers on lunch breaks, wellness led urban consumers and curious passers by were drawn in almost instantly. The queue formed quickly and then held steady, creating visible momentum that pulled more people towards the activation.
Positioned in a high footfall London location, the experience became part of the natural flow of the square. People slowed down, joined the line and began filming before they even reached the counter. Fresh matcha was poured to order while Hello Klean gift bags were handed over with intention. The pairing made sense. A functional wellness drink alongside a body wash designed for modern routines. There was no hard sell. The context did the work. Consumers understood why both brands belonged together in that moment.
What made this activation powerful was its atmosphere. The steady rhythm of drinks being served. The growing queue acting as social proof. The visible exchange of branded bags and cups moving through the crowd. Over five hours, hundreds of qualified consumers engaged with both brands in a way that felt elevated and culturally aligned.
Hello Klean wanted to shift perception. Rather than being seen solely as a solution to hard water, the brand aimed to become a lifestyle essential integrated into daily routines.
By collaborating with JENKI Matcha, a culturally relevant wellness brand with a strong urban following, the activation targeted:
Commercial objectives included:
The Matcha Truck brought both brands together through:
Consumers received a freshly prepared JENKI matcha alongside a Hello Klean gift bag containing:
This sensory pairing connected taste, touch and visual branding in one cohesive experience.
The activation took place on a sunny Saturday in June at Bishops Square in London. The location was carefully selected for its high urban footfall and its close proximity to Shoreditch and Liverpool Street, placing the brand directly in front of a young professional and wellness led audience that naturally aligns with both Hello Klean and JENKI Matcha.
Running from 12pm to 5pm, the activation delivered five continuous hours of public engagement, embedding the experience into the natural rhythm of the square and maintaining a steady flow of interaction throughout the afternoon.
iMP managed full operational delivery including:
Sampling was structured and intentional. The goal was to ensure products reached qualified and interested consumers rather than random passers by
Each matcha served became a brand touchpoint. Every drink handed over was paired with a Hello Klean gift bag, ensuring product trial was seamlessly integrated into the experience.
The brand ambassador team was briefed to deliver gifting warmly and confidently, reinforcing premium positioning at the moment of handover.
The activation successfully delivered against commercial and brand objectives.
The collaboration created a natural bridge between wellness beverage culture and skincare ritual, reinforcing Hello Klean as part of a broader self care routine.
At iMP Experiential and Product Sampling, we design high impact, measurable brand activations that connect products with the right audiences in the right environments.
From co-branded collaborations to standalone sampling campaigns, we manage strategy, logistics, staffing and content capture from start to finish.
If you want your brand to move from awareness to action, we’re ready to build it.
JENKI Matcha brought strong cultural relevance and an urban wellness audience that closely aligned with Hello Klean’s target consumer. By combining a premium drink experience with skincare sampling, the activation connected two complementary routines. Hydration and body care. The collaboration allowed Hello Klean to position itself beyond functional hard water care and firmly within a modern lifestyle context.
Sampling was structured around participation. Gift bags were handed exclusively to consumers collecting a matcha, ensuring each product reached an engaged and relevant individual rather than being randomly distributed. The location, brand partnership and visible queue naturally filtered for wellness minded, ingredient aware urban consumers who were already aligned with the positioning of both brand
The success came from context, cultural fit and simplicity. The high footfall London setting created visibility. The growing queues built social proof. The matcha truck delivered a sensory anchor. Together, these elements created strong engagement, organic social sharing and meaningful product trial. It was not just sampling. It was a coordinated brand moment designed to feel seamless and elevated.
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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
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
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
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
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!
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