The Challenge
In 2009, Kellogg’s brought a new, healthier, Low GI muesli brand to the marketplace, and came to Brand Events for the creative spark to activate a nationwide experiential campaign. The challenge was to create awareness for the new brand, allow people to try the muesli on site, and to drive in store sales at supermarkets in the area.
What we delivered
As part of our end to end concept design, Brand Events proposed the idea of a mobile, kitset kitchen that could be set up in malls around New Zealand, creating a genuine brand experience where people could sit and try the new product in a more homely setting. The team at Kellogg’s were excited by this, and this was the first time that a cereal or muesli brand had be brought to life like this in busy New Zealand shopping malls.
Brand Events completed the design and construction of the mobile kitchen, as well as the freighting and setup at each location. In order to deliver these samples to a national market, 3 mall sites were chosen in Christchurch, Wellington and Auckland to complete the national campaign.
The kitchen set up allowed 10 people to sit at the bar, while 4 leaner tables catered for the overflow of tasters. It was also fitted with a PA and sound system, to allow an info-tainer to present relevant brand information whilst people sat and tried the product. The promotional crew consisted of one info-tainer, one coordinator, two roaming brand ambassadors gathering interest in the site, as well as a giant cereal box costumed man. The sampling hours were between 9am and 3pm on a Friday and Saturday of each weekend.
The kitchen setup was greeted with great enthusiasm for its originality and execution, and despite the numerous problems surrounding the service of food as a quick sampling exercise, we managed to sample over 2500 breakfasts to hungry patrons, over 6 activation days.
