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FMBX News
Posted: Oct 17, 2011
LIVE takes on DeviliShh work
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LIVE Experiential Marketing commences a UK sampling tour for DeviliShh desserts in premium Lakeland stores this October and November.
The company behind DeviliShh is Macphie, renowned for supplying food ingredients into leading hotels and restaurants around the world for over 80 years. DeviliShh marks their first venture into the consumer brand arena.
“DeviliShh desserts were designed to tap into the ‘come dine with me generation’ say Anna Howatson, key account manager. “We have a unique and innovative range of new, ready-to-use desserts that help consumers create restaurant quality, show-stopping desserts at home with minimal effort,”
Anna continues; “We appointed LIVE for their partnership mentality, credentials and the confidence instilled during the pitch process to deliver our campaign.”
LIVE have recruited 12 core regional brand ambassadors equipped with a tool kit to create their own unique sampling area in each Lakeland store. The teams prepare their samples in advance and bring them chilled, fresh into store the next day.
“It was a challenge that we thrive on,” said Leyton Ede, agency founder and MD; “We had to recruit the DeviliShh teams that embody the brand’s passion and quality, in-store experience; while possessing food hygiene accreditations and suitable kitchen facilities to prepare samples,” Leyton concludes; “ We’re now looking at on-going programme of events with activity support into other retailers where the DeviliShh range is listed’.
