We delivered a fully bespoke, converted promotional vehicle to take centre stage for this sampling campaign, and our brand production team over at Raccoon built a ‘café’ seating area for guests to sit and enjoy the treats.
So where did the story begin? It all started with Promohire’s Renault Estafette, a French vintage vehicle dating back to 1959. New to the fleet, this was the van’s inaugural adventure and the team had a vision for the vehicle that would make it perfect for the Healthspan campaign. A great example of a Promohire conversion project, we brought the iconic vehicle back to life and transformed it into an impressive sampling van. Exciting!
Working with Tribe Marketing on the design, we printed and installed the colourful external wrap which really bought the vehicle to life. But the real magic took place inside the van. The vehicle was a rusty shell when we acquired it and so it needed a complete refurb by our makeover team. The finishing touches included two oak surface counters for preparation and serving, a sink for hot and cold water and two fridges for the food and drink samples. We also created the menu board inside the vehicle, installed LED lighting throughout and a non-slip vinyl floor.
In addition to the vehicle requirements, Promohire reached out to big brother Raccoon for the brand production elements of the brief. Tribe provided us with a vision for the café seating area to accompany the vehicle. We brought this to life and our fabricators built an ‘industrial style’ scaffolding system to create this, which included an integrated mesh banner. White seat cushions were created by our upholsterer and we sourced brightly coloured scatter cushions which were branded for Healthspan to complete the look. Add to that a couple of white coffee tables and the stage was set!
Once Promohire had delivered the vehicle to the campaign site and installed the café, it was time to hand back to Tribe Marketing to deliver the overall experience. Brand Warriors welcomed visitors to the stand and explain what the café had to offer. Visitors were encouraged to sample 2-3 products from the 26 menu items, and had an opportunity to find out more and ask questions. Their order was delivered to them in the café seating area to enjoy, or they could take their samples away.
As well as complimentary samples of their food and drink range, the brand promoted a Taste of London special offer: £5 off when you spend £10 on anything across their website. There was also a yoga holiday to Cornwall up for grabs – visitors were invited onto the stand to enter their email address for a chance to win.
The campaign was a great success for Tribe Marketing and Healthspan. The overall objective was to develop a highly targeted and smart sampling solution to encourage as many people as possible to try the Healthspan range. The Estafette was the perfect base for sampling during the 4-day event and there was clear engagement from brand fans, new and old.
This is great news for brand awareness, and we thought the Healthspan Café and vehicle were a great way to drive the ‘vitamin-rich snack revolution’!