Case Studies - Primula & Primula Light

Client: Kavli UK

Brand: Primula & Primula Light

Campaign: Summer Picnic, Experiential Sampling at Family Festivals

Brief:

• To raise brand awareness, generate product trial and drive sales for Primula & Primula Light, using a picnic themed experiential product sampling campaign showcasing the versatility and great taste of Primula to families at major summer events.

Campaign Description:

• A team of promotional staff attended three major summer events in the UK: The New Forest Show, The Eastbourne Air Show, and The Northampton Balloon Festival.
• The team engaged with both parents and children by handing out Primula based tasting samples and organising children's entertainment, such as face painting in Primula colours and balloons modelled into cow and mouse shapes.
• To increase dwell time and attract customers to the event area, an attractive gazebo area with branded Primula blankets was set up for customers to enjoy the wide range of food samples provided. The range of Primula themed children's entertainment worked perfectly in increasing customer interaction beyond the intial product sampling, further adding to their enjoyment of the day.
• The food samples handed out were designed to show the versatility of the product, and included: cheese burgers, cheese fondue, cheesy potatoes, cheesy tomatoes and cheesy vegetables ensuring that every customer taste was catered for..
• Data capture was achieved at each event via a customer competition, allowing one entrant the chance to win a large gourmet food hamper, complete with the full range of Kavli brands and premium quality accompaniments.

Branding:

• The staff wore branded Primula Cheese uniforms made up of branded t-shirts and hats, making them look like part of a well co-ordinated team, which enhanced their impact and also increased the credibility and acceptance of the products being sampled amongst the customers.
• Branded Hawker Trays were used to allow roaming sampling away from the event area, targeting more customers and increasing awareness of the products.
• Branding was further carried out with the costumed character- Nibbles the Primula mouse mascot, who posed for photos and interacted with children and families. Face painting and balloon shaping were branded and themed to be centred on Primula, using Primula colours and shapes.

Results:

• 100,000 cooked and prepared samples were handed out in total across the three summer events. Each sample was delivered for a cost of just 29 pence per sample, inclusive of all costs, for a fully interactive, engaging experiential sampling experience which both showcased the product versatility and added to the customers’ experience of the day.
• A total of 4,500 data sets were acquired for future marketing correspondence to customers who interacted with the event and signed up to the competition.
• Client has recorded and noted substantial sales uplifts across each region where the activity visited; both an immediate and sustained level.
• Client was extremely impressed with Link Communication’s ability to devise and implement a high impact, intelligently planned campaign that could be effectively executed at low cost.