We were tasked with providing 3 consistent regional sampling teams at key Shell filling stations to promote the new Deli 2 Go range, through a fully managed sampling roadshow taking place across a month. Our team of promotional staff actively sampled food cooked by the EXECUTIONAL event managers.
Campaign Overview
Reaching consumers on their daily commute to refresh the FSC brand & communicate the need for quality on the go
Shell’s Food Service Centre have reinvented their in-store offerings at their filling stations and wanted to find a way to communicate the quality of their products effectively to their customers. Our main task was to make sure that every customer leaving the store left without the ill-conceived archaic notion that food made and sold at a filling station was lower quality than elsewhere.
Our samplers would give customers a choice from a range of all-butter, hand-crafted Yorkshire pastries so that they could get an appetite for the brand and discover what met their tastes. Working in-store meant that our teams had the opportunity to engage with every customer walking through to reinvigorate the brand and spur purchases.
What We Did
- 4 teams of samplers working across the country consistently for 1 month
- Live in-store sampling of freshly baked pastry products to customers
- Communicating key product quality points & brand messaging
- Full management of campaign staff, logistics & surrounding elements
