Arla Protein at Tough Mudder Product Sampling | 7 Tough Mudder Events

01

The brief

Arla Protein wanted to reach health and fitness enthusiasts where they train hardest. The brief was to represent the brand at seven Tough Mudder events across the UK, aiming to hand out tens of thousands of samples of the high-protein range and win over consumers who had not tried it.

The aim was brand awareness and first-time buyers for the whole range, with the product tied to the health and fitness goals of the people taking part. That called for a stand worth stopping at, and a team with the energy to match a Tough Mudder crowd.

03

The team

We supplied a dedicated event team at every event: event managers, assistant event managers and product sampling staff, plus the yeti characters. Every team member wore Arla Protein branded clothing, so the stand looked the same from one event to the next.

Staff were managed around the clock by our head office, and an Executional head office presence was on site at the events for support and coordination on the day.

04

Logistics and kit

We managed the event logistics from end to end: sample collection, storage and delivery to each site, and transport of the stand equipment between events. We also supplied the branded sampling bins and usherette trays the team served from.

05

How it ran

• Sampling: product served from branded bins and usherette trays to participants and spectators.
• Engagement: the selfie area, fitness sessions and yeti characters kept people at the stand.
• Consistency: the same stand, team and sampling set-up ran at all seven events, so Arla Protein had one presence across the tour.
• Management: 24/7 staff management, with an Executional head office presence on site at the events.
• Content: photography and a bespoke event video captured the activity.
• Similar dates: for brands planning a run of outdoor sports dates, our sports event staff and roadshow teams work the same way.