Kingsmill

CHALLENGE

Encourage mums to buy Kingsmill 50/50 products

Spread awareness of Kingsmill’s partnership with the Eden Project’s Big Lunch

SOLUTION

Kingsmill Big Lunch tour visited 21 city centres

Children were invited to take part in a creative sandwich build using Kingsmill 50/50 bread

Sandwiches could be photographed and entered into a competition to win a Big Lunch Jubilee Street Party

Whilst children were busy, product range and benefits were explained to parents, with an incentive to buy was provided via money off coupon

RESULTS

Quality brand engagement with average of 15 minutes dwell time

91% unprompted product recall 4 weeks post activity

8,911 sandwiches built

3,358 competition entries

35,000 coupons distributed with 4% redemption

On average consumers are purchasing 61% more Kingsmill 50/50 products after taking part in the experience

Gold winner – “Most Effective roadshow or shopping centre campaign” – 2012 FMBE Awards