Case Studies - Food Market, Tactical Sampling Campaign

Client: Wakefield Council

Brand: Wakefield Food Market

Campaign: Tactical Sampling & Promotional Campaign

Brief:

• To create awareness and drive footfall to the newly launched food market within Wakefield, using an eye-catching and memorable promotional sampling campaign, reaching professionals and shoppers.

Campaign Description:

• A team of four well briefed promotional staff, distributed small food tasters from the market, alongside a leaflet and an enthusiastically delivered verbal introduction / invitation to sample the wider range of produce available at the market.
• In addition, the teams also had a supply of discount vouchers for some of the retailers and also some free promotional give-aways (such as branded fridge magnets) which also advertised the location of the newly opened market.

Locations:

• High Street: using official permits to cut down the need for expensive permission costs.
• Office Areas: on the lead up to the lunch period the team of staff entered office buildings. The team handed out small samplesof food alongside the vouchers. This drove footfall to the market from office workers who would not have neccesarily thought about buying thier lunch from the local market.

Branding:

• Staff members were kitted out in matching branded uniforms and utilised branded hawker trays to present and distribute the samples.
• These were especially useful in enabling the teams to roam freely with samples and promotional materials, which further increased audience reach and the overall impact of the campaign.

Results:

• A total of 10,000 shoppers and professionals from across Wakefield city centre: the train stations, shopping streets and the newly opening shopping mall were all invited to visit the market.
• The client (who is a repeat customer) was extremely pleased with the unrelenting enthusiasm and continual professionalism displayed by the teams; who stayed consistent throughout the duration of the activity.