Case Studies - Seriously Good Sampling

Client: Seriously Good

Agency: Sputnik

Campaign: Sports Relief Seriously Good Sampling Campaign

Brief:

To promote product awareness, prompt trial and drive sales of the new range of Comic Relief and Gordon Ramsey “Seriously Good” cooking sauces, through the execution of a product sampling campaign at selected Sports Relief events.

Campaign Description:

• Teams of high calibre food sampling and promotion staff, distributed small cooked samples of cooked pasta served with Gordon Ramsey’s Seriously Good Sauce to a mix of spectators and competitors at the Sports Relief events in London, Manchester and Glasgow.
• Alongside each sample a small A6 promotional leaflet and recipe card was handed out. These were distributed to further explain the purpose of the activity, drive people towards the stand, increase consumer understanding on ideas for recipes with the sauce and show customers where they can buy it from. 
• There was a small amount of Gordon Ramsey masks provided to the activity, which were used to further the impact of the campaign, worn by members of sampling staff (when appropriate) and sporadically distributed to those around the event to create photo opportunities and a memorable souvenir to members of the public who were especially enthusiastic about the activity.

Branding:

• A Branded gazebo was set up in each venue to provide the teams with a rooftop and clean area to prepare the high volume of cooked samples. There were Pop-Up Backdrop Displays and Pop-Up Banners along the sides, printed with Seriously Good Sauce campaign artwork.
• Promotional staff dressed in chef costumes with Gordon’s face masks. This created strong immediate impact to the events and lots of recipients/Gordon fans asked for the mask.

Locations:

• All locations were extremely busy, with events producing larger crowds of spectators / competitors than expected. This was in part due to glorious weather, which helped to increase the wide range of demographics that were reached during the sampling campaign.

Results:

• There was extremely high cut through across all locations, with people happy to queue to wait for a sample when required. No one approached refused a sample and the figures of distribution were extremely high across all three locations, see below:
• London: 18,575 samples and leaflets distributed.
• Manchester: 4,940 samples and leaflets distributed.
• Glasgow: 2,400 samples and leaflets distributed.

• Comic Relief, Seriously Good Sauce and the agency, Sputnik were extremely happy with our service and complimented our team members throughout.