Nestlé Coffee Partners: Experiential Holiday Sampling Campaign

The task

Nestlé Coffee Partners works with foodservice operators across multiple channels to deliver a range of hot and cold beverages in their partners' cafes through the We Proudly Serve Starbucks® programme. Oona Rosser, Senior Brand Manager UK & Ireland at Nestlé Coffee Partners, briefed Team Cracked in mid-2019 to create and deliver an experiential sampling campaign across workplace and university locations. The main objectives were to demonstrate value and support retention across contracts and engage consumers in the Holiday campaign beverages, in turn driving footfall and increasing rate of sale before the end of the year.

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We delivered a four-week regional sampling campaign, where three brand ambassadors and a professional singer took the campaign’s modular branded backdrops and Holiday set on the road to partner sites across London.

The solution

With the brief digested in full, we got to work in generating ideas. Oona's favourite was our ‘Happy Holiday’ concept, which brought the spirit of the American holiday season to life and showcased the beverages in the Holiday range for customers to try and enjoy. We delivered a four-week regional sampling campaign, where three brand ambassadors and a professional singer took the campaign’s modular branded backdrops and Holiday set on the road to partner sites across London. Wearing festive jumpers and boasting a fully dressed Christmas tree — both in brand colours — ambassadors spread seasonal cheer by encouraging customers to try sample-sized tasters of the Holiday beverages and take part in our giant advent calendar game where they could open an advent door and win a prize from a selection of branded items, including chocolate coins, re-usable cups and Christmas tree decorations. The fairy on top of the campaign tree came in the form of our giant ‘sing on demand' wheel which people were asked to spin as a way of selecting our professional singer 'Carol’s' next live rendition.

“Cracked’s solid understanding of the channels that we work in, great creativity and rapid turnaround on complicated briefs make it a real joy to work with the team.”

Oona Rosser, Senior Brand Manager, UK & Ireland at Nestlé Coffee Partners.

The results

  • Full organisation and delivery of campaign over 20  activation days, 25+ locations, more than 5,000 samples, and 100 prize giveaways.
  • Creative look and feel for two sets of on-site marketing collateral — pre-awareness and launch, including a suite of print and digital assets.
  • Footfall-driving mechanic for operators with post-sampling vouchers.
  • Customer engagement via social with life-size Instagram photo frame.
  • Barista engagement in campaign beverages with £2,000 operator incentive.