High-impact tasting appearance
On behalf of Bell, USP, in collaboration with the advertising agency Zysset & Partner, handled the planning and implementation of a large-scale experiential promotion for the season’s new barbecue products.
From May to the end of July, the promotion series took place throughout Switzerland in a large number of larger Coop stores with a stand concept and barbecue promoters from USP. The aim of the activity was to inform customers about the new product range on the one hand and to promote sales directly on site on the other. Animation with a raffle, tasting options thanks to live tasting, sales displays with prominent brand visibility and trained promoters for competent advice enabled Bell to address the target group in an all-round high-quality manner.
Brand experiences with the target group
For the tasting appearance, Zysset & Partner came up with something on behalf of Bell: The promotional stand was designed as a marketplace and invited visitors to taste the products with a barbecue stand. Coolers with merchandise for sale, sales displays as well as poster stands and other visibility elements were intended to whet the appetite for Bell's products and promote direct sales. The Bell reaction game with instant prizes attracted the target group.
For Bell, USP took over the entire project management in cooperation with Zysset & Partner - in addition to tour and deployment planning, POS coordination, recruitment of barbecue-affine promoters, clothing handling and stand set-up assistance, the agency's project team also conducted regular controlling and coaching tours, and evaluated the results on a weekly basis as part of reporting. In addition, USP defined all process steps for the daily promotion schedule in advance.
Second promo wave started
The high-impact presentation was well received and successfully acted as a crowd puller. Thanks to the active USP promoters, over 23,000 direct tastings were achieved during the 118 tasting days. Since the beginning of October, the second wave of the experiential promotion has been running, focusing on Bell's autumn specialties in keeping with the season. Together with Zysset & Partner, USP is also responsible for planning and implementing the 78 promotion days in 26 selected Coop stores.
