Conceptualise, design & execute the Breyers Delights brand launch into the Irish market
Activation across a range of formats, including in-store sampling, out of store experiential and sponsorship of target market focused fitness events
To introduce Breyers to the target market and promote the range as the perfect low calorie, low sugar, high protein snack
There were 5 distinct groups that Grooveyard were required to target: fitness fanatic, healthy lifestyle enthusiast, do it all Mum, goal driven student and happy-go-lucky millennial
WHAT WE DID
Grooveyard identified Outdoor Revolution, The Rock ‘n’ Roll Marathon & The Dublin Marathon Expo as suitable opportunities for the brand to interact with the target market outside of the conventional supermarket setting. To ensure that Breyers stood out from the crowd in these busy, brand heavy environments, Grooveyard designed and built a visually impactful activation area, complete with astro turf flooring, a branded photo wall and a weight rack style sampling unit.
Inside the area attendees were invited to enjoy a delicious sample of Breyers ice-cream, try their hand at a hang bar challenge to win a €100 sportswear voucher or pose with our Breyers Delights’ props. A branded GIF was sent to each consumer to encourage them to share in real-time across Facebook, Twitter or Instagram, along with the brand tagline of #ImpossiblePossible. Branded merchandise were distributed to attendees.
BRAND AMBASSADOR RECRUITMENT & MANAGEMENT
DATA COLLECTION & MANAGEMENT
Almost 40,000 samples were distributed directly into the hands of the target market over the course of the campaign