Case Studies - Kepak

Client: UGO's Deli Cafe

Campaign: UGO's Deli Cafe Panini

Client Testimonial: Click here to read what the client had to say.

Brief:

Comprehensive nationwide sampling of UGO's Deli Cafe Paninis. Involved sampling the product to office workers, fans at large sporting events, commuters using major stations and shoppers on busy high-streets, across 30+ UK cities, over a period of 8 months

Target Audience:

• Working men and women aged between 25 and 45 years of age.

Campaign Description:

Two large sampling units (mobile trailer and indoor sampling pod) custom-built for the campaign; designed to accurately reflect UGO's brand identity and create an 'Italian style' cafe theme from which hot product samples could be distributed.

Outdoor trailer unit featuring multiple microwaves, fitted fridge and serving counter for use in outdoor experiential sampling locations (such as high streets and special events) - and also for tactical roaming deployment into office parks and outside of major sporting events.

Indoor sampling pod created for deployment within indoor locations, such shopping centres, train stations and other hard to reach locations. Pod completely dismantles for easy transportation whilst still boasting ample storage capability and multiple microwaves.

Campaign involved detailed logistics and planning, including the creation of a nationwide database of appropriate networking events, seminars and conferences - this enabled us to raise brand awareness amongst the core target demographic whilst also developing long-term partnerships with event organisers.

Prominent media targeted in each city - contacts made within local newspapers, radio and TV stations. Provided with free samples in conjunction with official media briefing packs.

Results:

• 300,000 hot individual sample sized pieces of panini distributed during full campaign.
• Client extremely pleased and is considering expansion of activity across other brands in their portfolio.