Case Studies - Glorious! Soups Promotional Sampling

Client: TSC Foods

Brand: Glorious! Soups

Campaign: Experiential Soup Sampling Campaign, UK Tour

Video: Click here to see a video report about this campaign

Brief:

• To promote brand awareness, prompt trials and increase sales for the range of Glorious! Soups, through the execution of a high volume and high impact integrated sampling and sales campaign, at selected locations and events across the UK.

Campaign Description:

• Link Communication designed, created and fully converted a 1975 VW Crew Cab pick-up truck, turning it into a stunning, visual mobile soup kitchen.
• Using the branded VW van (Gloria), teams of high calibre promotional staff wearing Glorious! uniforms handed out samples of Glorious! Soups heated from the catering area, whilst teams of roaming staff used hawker trays to show off the packaged product and invite them over to the sampling area.
• Whilst the soup samples were being handed out, the promotional staff were verbally promoting the products including talking about key ingredients, the reasons why Glorious! Soups differ from other similar soups available and which supermarkets actually stock the products.
• People sampling the soup also received a leaflet containing more information about Glorious! Soups and a money-off voucher.
• The Glorious! Soups could also be purchased on the day from the event area.

Locations:

• The Glorious! Soups campaign was carried out in major cities across the UK.
• Retail areas targeted were: Covent Garden (London), Leeds, Manchester, Spitafields (London) and Wimbledon.
• Office areas targeted were: Canary Wharf, Fleet Street, Manchester and Brighton.
• The campaign was also set up at different events, including vintage car rallies, bonfire night and country fairs.
• Food festivals in Leeds, Edinburgh and Manchester were also host to the Glorious! Soups campaign.
• Leeds and Birmingham Universities were also covered at the start of the academic term.

Results:

• A total of 100,000 hot soup samples were handed out during the course of the 16 week campaign.
• Customers across all locations gave overwhelmingly positive feedback regarding the soup, with circa 95% saying that although they had not heard or bought it before, they now would do so.
• Gloria, the converted 1975 VW pick up, was a huge draw at each event area, participating in vintage vehicle rallies, and provided an ideal focal point for the activity.

For further details on the vintage promotional sampling vehicle conversion, click here.