Sampling at Clapham Junction London.
As part of Lee Kum Kee‘s Halloween marketing campaign we created a trick or treat sampling activation. Using Lola our trusty food sampling van we booked a space at Clapham Junction in London. We sent our sampling team to the capital to spook-out commuters.
We worked with Lee Kum Kee’s comms and design agency to create a Halloween themed sampling activation. Centred around the trick or treat theme the campaign needed a hook. And that hook was chilli jam filled doughnuts. All the jam for the donuts was made with Lee Kum Kee’s Chiu Chow Chilli Oil. Some of the doughnuts were mild chilli. Others were very spicy, hence the trick part. Equipment and branded assets included:
Targeting London commuters we booked an event space at Clapham Junction. As one of the busiest stations more than 2000 artisan donuts were baked in advance. Customers had to repeat the tongue twister to our team in exchange for a trick or treat doughnut. The phrase was ‘can you chiu chow chilli any chow?’ This engaged consumers, increased dwell time and allowed our team to introduce the product.
Using one of the most popular holiday seasons as a springboard for promotions is a no brainer. But how you do it is what makes the difference. A few cobwebs and the ubiquitous Halloween memes and artwork won’t create cut-through. That’s why this activation worked so well. There was a key point of difference in the design of the promo van. The brand utilised the typical Halloween theme colours and used them in a way which complimented the product. They also used a unique hook – the chilli jam donuts – to create interest and engagement.
Need help creating a bespoke sampling campaign? Not sure where to start? Get in touch with us now. We’ll help you develop the idea in a cost effective and practical brand activation. Use the contact page or the phone number above.
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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 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
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 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
