Introducing Wellington to FreshChoice via a sponsorship activation designed to create excitement and build local salience in a new market.
THE CHALLENGE
FreshChoice took on the naming sponsorship of CubaDupa Street Feast, being the leading event sponsor of all things delicious at CubaDupa, New Zealand’s largest free outdoor music and arts festival.
With the brand recently opening their first store in Central Wellington, this sponsorship was an opportunity to showcase FreshChoice in a market that hasn’t had much visibility of the brand, and create some excitement for FreshChoice in the local Wellington community.
THE SOLUTION
Given the popularity, large crowds and array of activity at CubaDupa, FreshChoice want to ensure clear brand attribution through a simplified but effective sampling approach to help build brand salience in a new market.
We needed a smart, simple, and effective activation which clearly linked backed to FreshChoice’s position as a supermarket and brand proposition of ‘Shopping Different.”Given the busy crowd and wild performances of CubaDupa, we would play off the contrast of this with a familiar, prim and polished supermarket fixture, in-store sampling.
We would scatter surprise sampling stations throughout the event to delight event goers with free samples, and invite them on ‘The Taste Journey.” They could sample different local brands ranged at FreshChoice, and collect stamps for each product they tried in their passport to be in to win an epic travel prize, aligned to the festival theme of ‘find your wild.’
OUTCOME
- 25,000+ engagements with CubaDupa festival goers.
- 21,500+ samples distributed across the weekend on behalf of FreshChoice, in partnership to support local supplier brands.
- 4,800 passports distributed.
- 550+ passports fully completed, and a 11.7% passport completion rate. That’s people who collected at least 6 stamps, and submitted their passport to the Cuba Street FreshChoice store.
