Case study · Fuel and convenience retail
Shell Deli 2 Go Sampling Roadshow Product Sampling Staff | Shell Filling Stations
The story in brief
Shell set out to change how people see food at fuel stations. Our regional sampling teams served freshly baked Deli 2 Go pastries to customers inside Shell filling stations across the country.
- Client
- Shell
- Sector
- Fuel and convenience retail
- Format
- In-store sampling roadshow
- City
- UK-wide
- Venue
- Shell filling stations
- Staff type
- Product sampling staff
01
The brief
Shell wanted to change public perceptions of the quality of food at fuel stations, refresh its Food Service Centre (FSC) brand and promote the Deli 2 Go range.
The answer was a managed sampling roadshow, putting the food in customers' hands during their daily commute.
02
What we did
We placed regional sampling teams inside key Shell filling stations, working across the country for a month with the same messaging and customer experience at every site.
Teams were briefed on the product quality points and brand message, and served samples of all-butter, hand-crafted Yorkshire pastries. We managed the staff, logistics and every other part of the roadshow.
From displaying creative thinking against brief to first class operational deployment and campaign review, Executional were a value adding partner to collaborate with.
03
How it ran
- In store: teams positioned so every customer could try the range.
- Live sampling: freshly baked pastries served throughout each shift.
- Messaging: the same quality story told at every filling station.
Customers tasted the quality for themselves, right where they could buy it.
Where it ran
UK-wide
Shell filling stations, UK-wide
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