Our experiential department was lucky enough to work with a Wall's team whose marketing strategy for their Ready Baked product was as simple as this... distribute as many samples as possible in a 60 day period.
Working with a significant budget we designed and planned the nationwide tour schedule to visit 21 city centres, 8 major train stations, 14 supermarkets and 3 universities - a total of 49 events in just 2 months.
iMP managed all experiential aspects of the campaign including design, build, vehicles, logistics, refrigeration, consumables, researching and booking of all events sites, health and safety, staffing and campaign scheduling.
We needed two sampling platforms, each suitable for specific types of event spaces so we created and wrapped the Wall's truck (based on the Fire & Smoke vehicle we built in 2016) and the Wall's sampling pod (which was a ground-up bespoke build).
Each unit contained two microwave ovens (the Wall's Ready Baked sausages take one minute in a microwave), handwash station and catering grade preparation surfaces.
The samples consisted of Wall's Ready Baked sausages served in a freshly baked ciabatta roll and presented in a kraft tray with choice of sauces.
Over the course of the tour we created some serious brand exposure distributing a massive 44,884 samples and 61,150 money-off next purchase vouchers, generating same day sales resulting in some stores completely selling out of product.
This was Wall's biggest sampling and experiential tour to date.