Case study · Plant-based food and drinks
Mighty Pea Nationwide Sampling54,000 Samples | 80 Tesco Stores | 5 Regions
The story in brief
Mighty took its vegan cookies and M.lks from Tesco forecourts to high streets right across the UK. Across two campaigns, our teams handed out 54,000 samples.
- Client
- Mighty
- Sector
- Plant-based food and drinks
- Format
- Supermarket tour and regional roaming sampling
- City
- UK-wide
- Venue
- Tesco stores, high streets and city centres
- Staff type
- Brand ambassadors, Product sampling staff, Field marketing staff, Event managers
01
The brief
Mighty wanted its vegan cookies and Mighty M.lks sampled coast to coast, from Tesco forecourts to high streets, satellite towns and city centres.
That meant two campaigns back to back: a national Tesco tour, then a larger regional rollout.
02
What we did
On the first phase, our event manager and a local brand ambassador each day covered around 80 Tesco stores, from London and the South East through the Midlands to the South West. The team served 50 sip samples at each store, running from a zero-emissions e-Transporter van charged on Tesco's in-store EV network between stops.
For the Roaming Teams phase, we scaled up to five regional product sampling teams working at the same time: Scotland (Edinburgh and Glasgow), the North West (Manchester), the North (Leeds and Newcastle), the Midlands (Birmingham) and the South West (Bristol), plus their satellite towns.
03
How it ran
- Volume: each regional team ran 10-hour sampling days and handed out 2,000 samples a day.
- Permissions: we managed permits, council liaison and sampling pitches across all five regions.
- Standards: a virtual training session before launch, and food hygiene standards at every handover.
The Roaming phase delivered 50,000 samples, taking the total across both campaigns to 54,000.
Where it ran
UK-wide
Tesco stores, high streets and city centres, UK-wide
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Why Executional
- 2007Established
- 6,000+Staff on our books
- 3,000+Clients
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