Old Jamaica Supermarket Sampling

ACTIVITY BRIEF:

To drive immediate and sustained repeat sales of the Old Jamaica drinks range across Tesco & Asda supermarkets, by using an experiential sampling roadshow to interact with shoppers, prompting positive taste trial, show serving suggestions and engage them with fun interactions to encourage purchase.

ACTIVITY SUMMARY

  • Link were tasked with creating two touring event areas to visit a range of Tesco and Asda superstores nationwide which both represented the Old Jamaica brand values and created an immersive event area where customers could try regular and light range of ginger beer.
  • The activity was to created coincide with the launch of the new platform ‘Tun up di Fiyah’ which celebrates the influence of Jamaican culture in the UK.
  • To bring a little bit of Jamaican fire to the UK a bespoke event area was created which combined authentic Jamaican vibes & modern elements with a platform from which customers could try the UK’s No 1 ginger beer – Old Jamaica.
  • Link worked closely with McCann to create an impressive, memorable and effective campaign that not only brought Old Jamaica to the customers, but also generated increased sales on the day and long term brand loyalty.
Background

Campaign Results

The campaign ran for 6 weeks visiting 22 Asda and 24 Tesco stores. The total sales however were heavily weighted toward Tesco shoppers who on average bought three times more frequently than their Asda counterparts. Our sampling team managed to achieve a whopping 483 unit sales in a single day.

  • TESCO
  • ASDA

Perhaps unsurprisingly for a well known and established brand the original flavour performed the best in terms of unit sales. However there was a notable interest in the light and alternative flavour options.

Regular
Light
Other

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