Arla Skyr Shopping Centre Tour 30,000 Samples | 1,400+ Competition Entries | 3 Shopping Centres

01

The brief

Arla wanted shoppers to try Skyr Fruit & Oats in three major UK shopping centres: Lakeside, Newcastle Metro and Manchester Trafford.

The campaign had three aims: to build product awareness, to get vouchers redeemed and to drive future purchases. Alongside the sampling it had a VR experience to run and a competition to win an all-expenses-paid holiday to Iceland, both there to give shoppers more reason to stop.

03

Team and stand

We supplied full staffing: a dedicated event manager leading a team of brand ambassadors and product sampling staff, there for efficient operation and quality conversations with shoppers.

A bespoke stand gave Skyr a strong presence on the centre floor and an appealing place to sample.

Before going live, every team member took part in an event-specific training session on product knowledge and on engaging shoppers.

04

Logistics and partners

We managed the logistics for the tour: liaising with each centre on the promotional space, transporting the chilled samples in a specialised vehicle and handling storage on site.

Our event manager coordinated closely with the shopping centres and the other partners involved, so every part of the activity ran smoothly.

07

Results and reporting

Across the three centres the team handed out 30,000 samples and collected more than 1,400 competition entries.

We documented the tour with a bespoke online report, photography and promotional video, giving Arla a full overview of the campaign.

05

How it ran

• Sampling: Skyr Fruit & Oats samples handed out with key brand and product information.
• Vouchers: given with each sample to encourage trial and repeat purchase.
• VR experience: shoppers sat in a branded boat and took a virtual tour of Iceland.
• Competition: entries collected for the all-expenses-paid holiday to Iceland.

06

Every element had a purpose

Each part of the stand matched one of the campaign aims. Samples and product information built awareness and trial, the vouchers gave shoppers a reason to buy, and the VR boat ride and the holiday competition gave them a reason to stop at the stand and stay a little longer.