Mixing Health with Innovation: Breville Blend Active’s Touring Demonstration Campaign, Whipping Up Sales and Excitement in Shopping Centres Nationwide
Our objective was to drive nationwide sales of Breville Blend Active blenders through a month-long experiential tour across major UK shopping centres. The campaign was designed to debut newly launched products, demonstrate their use, and promote healthy living through delicious smoothie recipes.
Campaign Strategy:
- High Footfall Shopping Centre Locations: Selected hand-picked shopping centres with high footfall to maximise visibility and consumer engagement.
- Live Product Demonstrations: Utilised specialist product demonstration staff to show consumers the practical use of Breville Blend Active blenders and let them taste the smoothie results.
- Timely Campaign Launch: Tied the campaign with the new year’s health kick trend, aligning product promotion with consumer health and wellness goals.
Execution:
- Comprehensive Staffing and Management: Ensured effective campaign execution with full staffing and 24/7 management, including a reserve team for demonstrations.
- Provision of Necessary Materials: Supplied all consumables, sampling equipment, and branded materials to support the demonstrations.
- Promotional Space Management: Handled booking and management of promotional spaces within shopping centres, ensuring optimal placement.
- Bespoke Stand Setup: Created and managed a full on-site setup of a bespoke experiential stand to attract and engage shoppers.
- Efficient Logistics Coordination: Managed storage and logistics for transporting materials to each centre.
Impact:
The Breville Blend Active touring campaign successfully raised product visibility and drove significant sales in shopping centres nationwide. The combination of live demonstrations, tasty samples, and strategic placement in high-traffic areas resonated well with consumers. The timing of the campaign to coincide with the new year health trend further amplified its relevance and appeal. Numerous centres reported selling out of the product on activity days, showcasing the campaign’s effectiveness in boosting sales and enhancing brand awareness.
