Nationwide peanut butter sampling roadshow.
We developed a strategically led experiential Pip & Nut sampling roadshow. This was to showcase their nut butters and new peanut butter cups. Researching and managing all sites, we combined the target demographic with perfect locations and dates for sampling to consumers. Check out the results below.
Working with a significant five-figure budget we designed a Pip & Nut sampling roadshow. The strategy included sampling close to Tesco stores which stocked the product. Focus locations included London, Reading, Bournemouth and Brighton. Target demographic included shoppers and families but was not limited. Part of the campaign strategy was to increase brand awareness to all shoppers.
We created an experiential pop-up which included our branded ice cream van. As a way to engage consumers we designed a number of assets to increase dwell times. These included a wheel of fortune where shoppers could win jars of peanut butter, tote bags, tea towels and more. Plus a custom Pip & Nut counter, gazebo and branded peanut cloth peanut sacks. This all added to the theatre of the Pip & nut brand.
In addition to the fixed location experiential sampling, we branded our sampling bins to execute some ‘roaming’ sampling. This worked alongside the main events allowing us to generate greater general reach. As a result this increased the sampling opportunity significantly. While the engagement time with consumers was lower, the sampling volume was much higher. But we’d definitely expect this kind of result when comparing the two formats.
It’s essential to provide clear and up to date allergy information when sampling. When working with brands and products which contain any of the top 14 allergens (UK) you must display those allergens. An easy way to do this is to create A3 notices near the point of sample distribution. These should be bold, highly visible and accessible to all consumers. It’s also a good idea to ask consumers if they have any allergies and draw their attention to the notices.
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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
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
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
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
