FMBX News

Haribo sets off on largest ever sampling activity with i2i

Haribo, the UK's leading gums and jellies brand, has launched its largest ever experiential sampling campaign offering more than one million mini bags of their three top selling products -Starmix, Tangfastics and Kiddies' Supermix.

'It's Haribo Funtime' is a family focused campaign that will run for 30 weeks from April to November, it will feature at town centre and entertainment locations, seafronts and family events nationwide.

The Haribo team will be travelling the country in a brightly branded 4x4 vehicle, distributing samples and encouraging consumers to join in the fun.

Through the experience, the Happy World of Haribo will encourage consumers to enjoy activities and photo opportunities that involve the whole family - including the chance to pose with Haribo Goldbear.

The live programme will also be encouraging fans of the brand to go to the web, with a new Haribo Funtime portal offering fun interaction and competitions that align with the company's above the line activity - including a "Sign The Fession" Starmix application and a Tangface Gallery.

Haribo brand communication manager, Louise Morrison, commented: "Haribo is a happy and fun brand. With our sampling tour we're excited to be able to bring that to life with consumers both live and online. Whenever people want a treat, we want to show how Haribo should be their number one choice and of course bring a smile to people's faces while we do so."

Nick Swift, account director at i2i, the agency responsible for the experiential sampling activity said: 'It's Haribo Funtime' is all about enjoying yourself with your family and friends, while sampling some great tasting treats. We are bringing the values of the brand to life and reminding people that Haribo is all about embracing fun family moments."

The sampling activity will complement the brand's advertising, PR and events schedule, which will run throughout 2011.

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