Little Moons sampling in seaside towns.
We created a Little Moons sampling tour of the British seasides with our vintage branded ice cream van spreading summer joy across the UK, one mochi ball at a time.
Despite the pandemic we successfully created and delivered a sampling campaign to consumers in seaside towns. We wrapped our ice cream van in super high-visibility gloss branding and set off for the sun.
We work directly with the sensational and incredibly popular Little Moons mochi brand. So we wrapped our ice cream van in ‘Big Summer Tour’ branding. The iMP sampling team visited 5 seaside town locations and London during August 2021. iMP managed everything from the strategy, vehicle, logistics and event spaces to drivers, staffing, and health and safety. The ice cream van arrived at pre-arranged sites in Southend-on-Sea, Margate, Brighton, Bournemouth, Sandbanks and Westminster.
Managed by iMP event managers and brand ambassadors the campaign was a combination of product sampling, experiential and PR. A new range of limited edition Little Moons flavours were created just for this activation. This drove consumer trial, awareness of the brand and retailer locations. The branded promo vehicle was key to the success of the campaign, providing a refrigerated base to store and sample the mochi ice cream. But it also served as a moving billboard advertisement for the brand as we travelled around the country.
The main part of the sampling strategy was to generate consumer trial. Sampling through taste is one of the most effective ways to create new consumer purchases. So it allows shoppers to see, try and then buy the product. With a product like ice cream mochi it wasn’t difficult to convince shoppers to try the mochi. And we even sampled their vegan range and most shoppers weren’t able to tell the difference.
Little Moons went truly viral on TikTok with more than 1.2 million views of our ice cream van. This shows the power of a great mix of a physical brand activation, PR, an amazing product and organic pick up from consumers. And it helped that strategically we were in the right place at the right time. A highly visual and colourful campaign helps of course. Hard to miss our bright pink promo van!
If you want to create a sampling campaign or brand activation, contact us using use the form below.
You may also be interested in....
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
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
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 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
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
