Understanding the brief
To support the launch of Cadbury’s new Crunchie Doughnuts, Clear were asked to support in delivering a consumer engagement activation to run in the north and south of England.
The activations main objectives were:
- Brand awareness
- Sampling to drive consumer purchase from nearby Co-op stores
- Support the PR activity around the activation. This included radio and social.
The Solution
Firstly, we needed to identify two locations that had:
- High footfall all day
- Wet weather contingency
- ABC1 demographic
- Walking distance to a Co-op where the doughnuts were being sold exclusively
With locations confirmed in Manchester and London, we then needed to design a stand that would have:
- Huge visual impact to drive brand awareness
- Room to store and prep the samples
- Shelter in case of bad weather
The Results
- Both activations were a huge success with over 2,000 doughnut samples given out
- Fantastic engagement with potential consumers driven to purchase
- Brand awareness prompted people to interact with the stand and on social media
- The activation achieved press coverage with both Chris Evans and Chris Moyles
Clear Involvement
Location Sourcing
Stand design and production
Staff management – including the provision of food hygiene certified team leaders
Risk assessments and event plans
On site management
