Case Studies - Iceni

Client: Iceni Mineral Water

Agency: Bryt

Campaign: Iceni mineral water sampling at Tesco’s supermarkets

Brief:

To increase sales for the Iceni mineral water range, through execution of a product sampling campaign at 21 Tesco supermarkets.

Target Audience:

• Shoppers
• Families
• Professionals

Campaign Description:

• Link Communication provided a mix of Car Park and Indoor sampling at a wide range of Tesco Stores to drive sales for Iceni
• The staff set up a small branded sampling area, with table and branded banner, which the staff distributed the sample bottles / print material from.
• A refrigerated van was used to transport the Iceni bottles to the target store, restocking the sampling area throughout the day as required, ensuring that the water was always served at the optimum chilled temperature
• The teams covered both the main foyer area and the bottle water aisle within the store where allowed.
• The activity was supported by the addition of costumed characters dressed as mascots of a local rugby league team in three locations (Northampton, Bar Hill and Peterborough).
• All staff were fully briefed and were confidently able to answer FAQ’s on the Iceni mineral water range, its heritage and source location, other current stockists, as well as all details specified by the client.

Results:

• Sales spiked across all supermarkets where the sampling was executed.
• The client was extremely pleased with the levels of sales generated by the sampling activity and booked a wide range of further sampling across other events and locations.