Case Studies - Wainwright's Golden Ale Sampling

Client: Thwaites' Brewery

Brand: Wainwright's Golden Ale

Campaign: Wainwright's Sampling Campaign

Brief:

• To promote brand awareness, prompt trial and drive sales of Thwaites' Wainwright ale, with a visual and high impact sampling campaign at a number of events throughout the UK.

Campaign Description:

• Teams of high calibre, enthusiastic brand ambassadors distributed small samples of Wainwright ale from a branded mobile bar area set up at each event.
• The campaign ran from June to October across major cities in the UK including, Manchester, Leeds, Blackburn, York, and Peterborough.  Teams worked at five different events throughout the campaign, including Old Trafford in Manchester, Leeds Foodies Festival, Nigels Fantastic Food Show in Blackburn, York Festival of Food and Drink and The Autumn Show in Peterborough.
• Brand ambassadors handed out chilled sample cups of Wainwright ale promoting the brand and discussing its taste to new customers, to drive brand awareness.
• Sales were made both from the event stand, and also by directing customer to local area stockists in each city visited.

Branding:

• A branded bar unit was set up at each location to provide a memorable visual element to the campaign. Full graphics and cask ale handles were used on the unit to enhance the visual element and to also attract consumers to go over and try samples of Wainwright ale.
• The bar area was extended at each event to include branded parasols, and pop-up display boards to increase dwell time and allow consumers to enjoy their samples more.

Results:

• A total of 24,000 chilled beer samples were handed out during the campaign alongside verbal introductions to the brand and encouragement to purchase.
• £4,385 of sales was generated on location which was offset against the campaign costs.
• Thwaites were extremely pleased with the consistent high quality of brand representation at each event and we now planning on their activities for the forthcoming summer.