Client: Old Farm Tea
The Brief: Establish Old Farm Tea as a prominent brand in the market through a multi-faceted in-store activation.
Objectives:
- Product Awareness: Increase customer awareness of Old Farm Tea and its product offerings.
- Brand Visibility: Enhance brand recognition and establish a strong visual presence within retail stores.
- Sales Generation: Drive immediate sales of Old Farm Tea products through targeted promotions and product sampling.
- Retail Penetration: Secure shelf space in major retail chains and independent stores.
Strategy: “Market Storm” – A comprehensive in-store activation program focused on seeding, listing, and brand visibility.
- Seeding & Listing: Dedicated teams negotiated shelf space and product listings with key retail partners.
- Interactive Displays: Eye-catching displays showcasing Old Farm Tea varieties were strategically placed in high-traffic areas.
- Engaging Brand Ambassadors: Enthusiastic representatives provided product information, offered samples, and engaged customers in conversation about Old Farm Tea.
- Promotional Offers: Exclusive in-store promotions and discounts incentivized trial and purchase.
Achievement against Strategy:
The “Market Storm” campaign exceeded expectations, achieving a significant revenue increase of 62% against the targeted goal. This demonstrates a successful execution of the strategy across all objectives.
Results:
- Increased Product Awareness: Through engaging displays, sampling, and brand ambassador interactions, customer awareness of Old Farm Tea grew significantly.
- Enhanced Brand Visibility: Eye-catching displays and strategic placement within stores increased brand recognition and established a strong visual presence for Old Farm Tea.
- Boosted Sales: Product sampling and promotional offers enticed customers to try Old Farm Tea, resulting in a substantial sales increase.
- Successful Retail Penetration: Effective negotiation strategies secured shelf space in major retail chains and independent stores, expanding the brand’s reach.
Conclusion:
The Old Farm Tea “Market Storm” campaign effectively utilized experiential marketing to achieve all its objectives. By combining product seeding, interactive displays, and engaging brand ambassadors, the campaign created a memorable brand experience, drove sales, and successfully established Old Farm Tea as a prominent player in the market.
