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Abbott's Village Bakery Experiential Sampling Campaign
October/November 2009
The Challenge
- Interrupt consumers in an appropriate and relevant environment for both the brand and the consumer mindset to create brand awareness
- Creating the look and feel of the Abbott's Village Bakery™ 'village spirit' brand essence
- Give key consumers and influencers the chance to trial the product
The Solution
Roaming acivity
- Brand Ambassadors dressed as bakers conducted roaming sampling in highly targeted, high traffic areas
- Whole loaves sampled from trolleys branded to reflect an 'old style' wooden cart
- Baker uniforms communicated traditional bakery feel
- Roaming style sampling serviced by branded van
Breakfast on the Bridge event
- Sydney Harbour Bridge closed for event and covered with fresh turf, live cattle, apple trees & AVB bakers
- Guests picnicked on the bridge
- Abbott's Village Bakery™ staff sampled loaves from wicker baskets
- Memorable brand experience at an 'Iconic' Sydney Event
Sydney Food & Wine Fair
- Created an Abbott's Village Bakery™ sampling marquee
- Product range sampled with condiments and loaves distributed
The Outcome
- 154,000 brand impressions
- 26,000 loaves sampled over 6 weeks
- Since launch in Sep 09 Abbott's Village Bakery™ everyday range holds 20% of volume share
- Overwhelming response to the brand & sense of appreciation in difficult financial time
- Consumers feedback saw the step from Awareness to Trial:
“I saw this product on TV & was keen to try it, thank you for the free loaf”
Impact were fantastic throughout our entire campaign. From ideation to execution to post-analysis, each event was thoroughly organised with great professionalism and enthusiasm. We had complete confidence in the team with the campaign results exceeding our expectations. It was a pleasure to work with the Impact team and would have no hesitation recommending them for any experiential marketing activity.
Abbott's Village Bakery™
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