Case Studies - Becks & Stella 4% OnTrade Sampling

Client: Inbev

Campaign: Becks Vier & Stella 4% Consumer Sampling Campaign

Brief:

To raise brand awareness, generate trials and drive sales for Becks Vier and Stella 4% with a consumer sampling campaign taking place in a selection of venues across the UK.

Campaign Description:

• Advance bookings were made with the venues and the managers were given the opportunity to choose to sample either Becks Vier or Stella 4%. Cheques were sent out from Link Communication to prepay for the half pints used for sampling.
• During the activity a Brand Ambassador in Becks Vier or Stella 4% uniform, visited each venues, to hand out the half pint samples, promoting the premium taste and flavour of the chosen lager, and educate the customer to the brand value and ethos.
• To reach the peak of activity within the selected venues, promotional staff worked on Friday and Saturday evenings, as although final shift time was flexible and agreed.

Branding:

• Promotional staff wore black trousers and smart branded shirt at each venue to give a presentable brand image for the sampling campaign. Within the venue branded promotion material was displayed around the venue, to help raise brand awareness.

Results:

• Landlords and Venue Managers from 91 pubs (so far) were extremely happy for the activity to take place and received from venue owners and customers alike were extremely positive. Venue owners also commented on the way that the promotion raised awareness of the brands and encouraged customers to try the lagers.   
• More than 3,000 half pint samples were given out to customers when they were well placed to make a purchase.
• The sales respond was incredibly strong in each venue covered, with all location reporting a huge uplift in demand for the brands being sampling. (Exact figures are confidential, but InBev are now a happy, regular customer of Link Communication.)