Running Towards Health: Arla Protein’s Nationwide Campaign at Running Events – Distributing Tens of Thousands of Samples
Our mission was to distribute tens of thousands of Arla Protein samples at various Run For All events across the North of the country, targeting fitness enthusiasts participating in 10ks, half marathons, and marathons. The goal was to raise brand awareness and encourage future purchases among a highly relevant audience.
Campaign Strategy:
- Targeted Fitness Event Engagement: Focused on distributing samples at running events where the product’s benefits align perfectly with the participants’ nutritional needs.
- Informative and Enthusiastic Sampling: Utilised staff with a vested interest in fitness to effectively communicate the benefits of Arla Protein to runners.
- Branded Equipment and Presence: Enhanced visibility with fully branded gazebos, usherette trays, and sampling bins, creating a noticeable and professional presence at events.
- Comprehensive Logistics Management: Managed all event logistics, including the storage, transport, and delivery of chilled samples.
- Effective Waste Management: Ensured proper handling of samples and waste for a clean and efficient sampling experience.
- Dedicated Event Management: Employed an event manager and assistant to oversee all aspects of the live events, including team coordination and logistics.
- High Sample Distribution Volume: Distributed an average of 5,000 samples per event, reaching a significant number of participants.
- Competition Promotion: Included a competition element to engage attendees and generate additional interest.
- Round-the-Clock Staff Support: Provided 24/7 head office management of staff, ensuring readiness and punctuality for early morning event setups.
- Event Documentation: Captured photography of the event and compiled a bespoke online client report for comprehensive campaign assessment.
Impact:
The Arla Protein campaign at Run For All events was highly successful in reaching and engaging with its target audience of fitness enthusiasts. The distribution of chilled, protein-rich samples was well-received by participants, effectively raising awareness and interest in the product. The professional and enthusiastic approach of the staff, coupled with the strategic placement and branding at high-energy events, resonated well with participants, positioning Arla Protein as a go-to choice for post-run nutrition.
