How iMP delivered 3,750 ice cream samples, 7,000 engagements and data-led Fintech awareness nationwide for Tide Banking.
Campaign snapshot:
As the deadline for Making Tax Digital (MTD) approached, business banking platform Tide Banking needed a high-impact, street-level activation to engage small business owners, freelancers, and sole traders.
Fintech messaging can often feel dry or overly technical. Tide wanted to break through financial jargon by surprising urban professionals with a lighthearted, data-led sampling experience: “Making Tax Sweeter.”
The goals were clear:
To bring “Making Tax Sweeter” to life, iMP produced a fully custom, vibrant pink and blue ice cream van hire activation accompanied by a branded gazebo dwell zone.
Manchester: 2 days = 1,500 total samples
London: 2 days: Victoria Station & Broadgate = 1,500 total samples
Brighton: 1 day = 750 total samples
Rather than standard flavors, iMP created bespoke tax-themed menu offerings that turned financial administration into a playful conversation starter:
By placing an approachable, high-vis activation directly in key commuter and commercial corridors, the tour delivered massive brand warmth and measurable digital activity:
Whether launching a financial product or executing a nationwide consumer sampling roadshow, standing out in commercial city centres requires seamless logistics, site permits and engaging promo assets.
As a specialist product sampling agency, iMP handles every phase from vehicle wraps and high-footfall venue leasing to HACCP food safety and expert event staffing.
Contact the iMP team today to discuss custom promo vehicles, data-led street sampling, and nationwide tour management.
Financial and B2B brands often face the challenge of making intangible digital products feel tangible and approachable. Experiential sampling roadshows – such as using branded ice cream vans or pop-up hubs – humanise digital platforms by meeting prospective clients in everyday environments. Offering a high-value treat paired with clear QR-code conversion journeys allows B2B brands to drive warm lead generation and positive brand sentiment simultaneously.
Securing high-footfall commercial spaces – such as major rail station forecourts, high streets, and financial districts like London Broadgate or Victoria Station – ensures direct exposure to dense target demographics. Investing in official event space leasing and council permits guarantees brand safety, high footfall volume, and continuous engagement without risk of disruption.
Sample volume depends on location density and daily allocation. A typical 5-day multi-city promotional van tour with a standard 1 EM and 2 BA staffing structure can seamlessly serve between 3,500 and 5,000+ ice cream samples while generating over 7,000 high-touch consumer and B2B engagements.
Complete roadshow execution requires full promo vehicle wrap production, cold-chain freezer logistics, HACCP-compliant hygiene management, site access permits, power supply management and experienced Event Managers to oversee daily operations across multiple UK cities.
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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!
Brand Manager, BOL Foods
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
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
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
