Starbucks chilled classics range are available only in supermarkets and selected retail stores, and cannot be purchased in Starbucks coffee shops. We’ve been promoting the chilled classics range through a number of promotional campaigns throughout 2019, from street sampling, to in-store and university campus sampling.
Campaign Details
University Sampling
We had an event manager and sampler attending a number of supermarkets based on university campuses around the country, sampling Starbucks’ chilled coffee range to students and generating immediate sales for the stores as a result.
During this campaign, our team of event manager and sampler would pack a promotional van with the setup elements for the sampling, and make their way to the supermarkets before every activation. The team were responsible for setting up and breaking down the stand in the designated area, managing the stock, pouring samples and distributing to students outside the store to generate instant and future sales of the drinks range.
Locations visited were: Birmingham, Warwick, Keele and Salford.
WHSmith Train Station Sampling
During this campaign, an event manager and two samplers worked in WHSmith Victoria Station for two weeks sampling the Starbucks chilled coffee to both weekend and weekday commuters in one of London’s busiest train stations.
The staff were distributing sip samples from a branded stand in the store, as well a roaming with usherette trays and handing out discount vouchers. WHSmith sells the chilled classics range in their store, which meant the activation drove in-store sales of the product. We managed all aspects of this event, including local chilled storage and deliveries to the store each day, staffing, provision of all branded materials and return of kit to base post activity.
What We Did
- Full event staffing and 24/7 staff management
- Arrangement of all logistics, from chilled storage of stock, scheduled deliveries and collections in a chilled vehicle each day and stock level management
- Provision of branded clothing
- Provision of kidney sampling counters and branded wraps
- Provision of branded usherette trays
- Branding for chilled sampling bins
- EXECUTIONAL head office presence on-site on the day of the campaign
- Calls made to all stores to confirm activation dates and times, and manage chilled storage inside the store
