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FMBX News
Posted: Jun 8, 2011
19 city Mattessons tour with The Marketing Store
Mattessons, Kerry Foods’ popular cooked meat snack brand, is launching a consumer sampling campaign across 19 cities in 51 days that will deliver just under 1 million samples of its Twisted Tails and Fridge Raiders ranges.
Devised and implemented by brand activation agency The Marketing Store, the promotion will start on 7th June in Edinburgh and travel nationwide. The campaign will drive trial of Fridge Raiders and the brand’s newest product, Twisted Tails, both 100% Roast Ham and 100% Seasoned Pork variants.
The campaign will utilise three different routes to the consumer, with samples delivered via grocery car park sampling, high street sampling in close proximity to impulse outlets stocking the brand and in-store sampling in Tesco and ASDA branches.
Facebook activity will run alongside the campaign, with Mattessons rewarding consumers who like their Facebook page with the opportunity to win a £100 Arcadia gift card every day of the campaign.
Chris Owen, senior brand manager, Kerry Foods said: “At Mattessons we always aim to create products that respond to the evolving needs of our consumers. With this sampling campaign we hope to drive awareness of our newest snack range, Twisted Tails, which provides consumers with a delicious alternative snack to crisps and chocolate. The Marketing Store’s promotional expertise has been essential in organising targeted sampling activity of a short-life product on an exceptionally large scale.”
Luffa Khnom, head of experiential, The Marketing Store added: “This is an exciting project for our experiential division as it is the biggest sampling activity of its kind to occur in the UK for a snack brand. By reaching and engaging with the consumers via three different routes, we hope to give people a taste of what Mattessons has to offer on a nationwide scale.”
