Brioche Pasquier
Summer Sampling with Brioche Pasquier
When our client Brioche Pasquier asked for our assistance with its summer sampling campaign we were delighted to help. Up until now, most events for the delicious range of PITCH have been based in the South, and the Brioche Pasquier team decided they wanted to hit the North! Aiming to raise brand awareness, encourage trial and drive sales in grocery stores, we put on our thinking caps to come up with ideas. Although targeting the adult wallet, we needed an activity that would appeal to the younger audience (5-11 years), to encourage them to play and to take a PITCH sample.
- PR
The ‘Beautiful Game’
A football game ticked all the boxes, so we worked with a dedicated promotions agency to create the material needed for the sampling and to provide the specialist team who would manage the weekend events.
Location, Location, Location
To maximise sales in stores, we wanted to position ourselves at the entrances to our chosen retailers. Tesco, Morrisons, ASDA and Sainsbury’s were our targets, and we visited Guiseley and Morley in Leeds, Wakefield in West Yorkshire and Walkden in Manchester. Our positions, front and centre as customers approached the stores couldn’t have been better, with a constant flow of people to our promotional event space.
The Tactics
Improving brand awareness and generating sales (both on the day and in the future) were our key aims, so as well as handing out free samples, and prizes for those won our football game, we also implemented a mystery prize box for those who purchased in store and returned to us with their product and receipt – this proved very popular and allowed us to track a lot of the purchases on the day. An FSDU took centre stage as customers walked into store and acted as a great reminder to add a packet of PITCH to the shopping basket.
Fast forward to the first weekend of September and a particularly windy day in Guiseley for our first activation. Despite the weather, this proved to be our best performing day and over the entire campaign we gave out thousands of product samples and all our mystery prizes were claimed. A very successful campaign which saw sales uplift at each of the stores and helped to get PITCH on its journey North!
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