Wall’s Ready Baked
*Bronze Winner – Shopper Influence Category – 2017 FMBE Awards*
Our experiential team worked directly with the Wall’s marketing department whose strategy for their Ready Baked sausages was to ‘distribute as many hot samples as possible in 60 days across the UK.’
Working with a significant budget we designed and planned the nationwide tour schedule to visit 21 nationwide city centres, 14 supermarkets, 8 major train stations, 3 universities, 2 internal events and 1 supermarket HQ – a total of 49 events in just 2 months.
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).
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.
Each sampling unit contained two microwave ovens (the Wall’s Ready Baked sausages take one minute in a microwave), handwash station and catering grade stainless steel preparation surfaces.
The hot 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 our teams distributed a massive 49,884 samples and 61,150 money-off next purchase vouchers, generating same day sales resulting in some stores completely selling out of product and a huge amount of nationwide brand exposure.
This was Wall’s biggest sampling and experiential tour to date.