Case Studies - Aunt Bessie’s

Client: Aunt Bessie’s

Agency: Good relations

Campaign: Aunt Bessie’s Cooking Sauce

Brief:

To execute a hot food sampling campaign, within the largest Tesco Superstores in the Yorkshire and Lancashire regions, to increase sales for Aunt Bessie’s new cooking sauce range.

Target Audience:

• Shoppers
• Ladies/House Wives

Campaign Description:

• SELECTED TESCO EXTRAS AND SUPERSTORES
  • To hit the highest footfall within the Tesco Superstores, activity took place between Saturday and Sundays in each store, guaranteeing that the supermarkets are at their busiest times.
• SAMPLING TEAM (In store)
  • The sampling team of two within the Tesco Superstores consisted of an Aunt Bessie’s Brand ambassador provided by Link Communication who could confidently approach the public to offer the samples and explain inform customers about the range of Aunt Bessie’s products.
  • They were working alongside a second team member supplied by Tesco helping out with food preparation.
• PROMOTIONAL TEAM (Foyer area)
  • One additional Brand Ambassador, who was also wearing Aunt Bessie’s branded uniform was placed at the entrance of each store, informing everyone who entered to get their free hot food sample from the appropriate aisle.
  • As well as directing customers to the sampling area, staff also handed out product info leaflets for them to read whilst making their way around the store and remind them of the sampling activity.
• REGIONAL SUPERVISOR
  • Link Communication provided an extra regional team supervisor on site, free of charge, who visited the stores throughout the day to oversee the efficient implementation and check on the smooth running of the campaign.

Results:

• Eight out of ten stores completely sold out of stock, despite being given a 40% stock uplift prior to activity.
• Sales of product were exceeded by 350% in the stores.
• The client was extremely pleased with the activity.