The Co-operative Food Tweet 4 a Table

The Co-operative Food

Tweet 4 a Table 2013 & 2014

Why

The Co-operative Food recognised a gap in the market of 18-34 year olds shopping in their stores. In order to ignite and engage this demographic with their brand, they wanted to be able to demonstrate the quality of their own-brand products by putting them directly in the hands of this audience, in their own environment.

The solution had to engage with this demographic via social media and encourage them to shop at The Co-operative Food on a regular basis.

How

fresh delivered an experiential roadshow that traveled across the UK, visiting city centres with a high footfall. We served and sampled food that was quick, fresh, new and easy – showcasing the Co-op own-brand offering – from an innovative pop-up restaurant.

A strong digital platform was created and utilised for the entirety of this activation, allowing us to engage with the target audience before, during and after the campaign.

What

The restaurant was located in prominent city centres selected for their proximity to a Co-operative store. A Twitter booking system allowed users to Tweet to win a meal for themselves and their friends.

Food sampling allowed a wider audience to take part in the activation, while Brand ambassadors visited local offices to promote the restaurant and own-brand food on offer.

fresh provided all of the creative for the bespoke stand and collateral, including a coupon to draw people into store after visiting the activity.

2014 Social Media Results:
Total mentions 9,648
Total retweets 21,226
Total favourites 2,903

2014 Sampling Results:
2,904 fully immersive dining experiences
79,096 food samples distributed
316 office drops
36,800 promotional leaflets and 52,773 money-off coupons handed out
1, 569 takeaways given out

The opportunity to see was approx. 679,275

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