In a 360 degree approach, we covered all our bases by tackling both the on and off-trade; aiming our education program at both consumers and hospitality staff alike. Our in-store sampling campaign focused largely on key Seedlip stockists, such as premium department stores and independent retailers, focusing on quality interactions to maximise liquid to lips and trial of the perfect serves. While our staff training mission addressed the on-trade sector’s front-line staff, both activities were designed to increase sales in key accounts and introduce the non-alcoholic brand to an audience for the first time.
Both campaigns involved highly trained ‘Seedsowers’ who were able to confidently talk about the brand and its products in an expert way.
Armed with beautifully styled POS, props and unique garnishes, an in-store sampling station was set up in a visible location where the Seedsower then conducted a product tasting. Predominantly focusing on weekends on a rolling basis, we were continually managing the logistics and staffing for a mixture of high-footfall, central locations and more remote, unique spots around the country.
Whilst in the on-trade; in a bid to ensure the product was being marketed and served correctly, our training program was designed to educate hospitality professionals on the brand and signature serves. We had to work quickly and flexibly to liaise with venues to make sure we were able to effectively book in a training session to reach as many shift staff as possible, without disrupting crucial service.
The key to the success of both campaigns was picking the right staff for the brand – brand ambassadors with a genuine interest in health and wellbeing, who could identify both with Seedlip and the consumers. The campaign brought the brand to life and helped answer the question “what to drink when you are not drinking”.
Client: Seedlip Drinks
Activity: In-Store Sampling Campaign
First time trial between 98%-100%
24.5K samples distributed
690 bottles sold, an average of 5 per venue, selling out in some venues
Educating consumers about a new to market product
Continuity of team and high retention rates from field staff