Wimbledon – Tactical Sugar Sampling Campaign

Client: British Sugar

Campaign: Tactical Sugar Sampling at Wimbledon

Brief:

To increase awareness and raise sales for the brand ‘Half-Spoon Sugar’ through the execution of a hand to hand tactical sampling campaign distributing sachets of the new low calorie sugar 'Half Spoon' to spectators at Wimbledon, to enjoy with their strawtberries.

Target Audience:

• All sports fans attending Wimbledon

Campaign Description:

• A team of eight experienced promotional staff in sporty branded uniforms, handed out samples and money off vouchers to spectators leaving the tube, queuing up and entering the Wimbledon Tennis Championships.
• The high-calibre promotional staff acted as brand ambassadors and advised potential customers on the product and its benefits whilst handing out the samples. They recommended the taste of the product, explaining how it is the same taste as ordinary sugar, but contains half the calories as they only need to use half of their standard amount, and recommended that people tried it on their strawberries whilst at Wimbledon.

Results:

• 50,000 sachets haded out alongside a verbal introduction to product USPs and the print material.
• 90% of people approached were happy to receive the product sample and also retain a leaflet.
• Considerable interest was shown in the product throughout, with many people saying that they thought it was a great idea and would definitely be buying it.
• The product was universally perceived to be an excellent idea with great benefits.