The Client & Their Brief
The campaign objectives set by the client were:
- Create a safe sampling experience for Aperol Spritz that is completely Covid compliant and represents the brand positively
- Enable hygienically controlled sip sampling at a range of events and food shows during the product launch into new stores
- Achieve a sample acceptance rate of 20% of shoppers engaged and a sample to immediate purchase conversion of 5%.
What We Did
In line with Aperol Spritz brand values, their existing Sampling truck from 2019 was re-purposed for Safe Sampling. New safety measures were added to the truck including Covid safety screens, distancing signage and contactless sanitiser. Event locations such as supermarkets were selected for demographic alignment and where the cart could be safely located outside the entrance area. Samplers were tested daily and the team of two lived in a pair bubble, working together for the entire campaign duration.
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The Results
Over seven weeks the Beetle Juice sampling team activated Safe Sampling at 20 different events across the UK, ranging anywhere from food shows in London to sampling on the beaches of Cornwall.
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