Activating a Taste Experience
Butlers Blacksticks Blue
Already starting to gain a household reputation, Blacksticks Blue needed to capitalise on its new-found fame by amplifying its unique qualities to a receptive and influential adventurous audience.
With a compelling taste profile and bundles of personality, Blacksticks needed a programme of activity that would create pull through to support a deeper listings ambition in the national supermarkets.
We undertook a full customer profiling exercise in tandem with a market research programme to pull together a plan of activity that would dovetail perfectly into the behaviours and preferences of the target consumers – an outdoorsy inquisitive collective, with a passion for adventures.
A strategic mix of both experiential activity, to encourage taste trials, but also social and influencer based activity to really amplify the brand’s unique and quirky personality. We were outwards bound!
We descended on Keswick Mountain Festival to deliver a festival ‘takeover’ that would get the product in front of a highly influential audience. Sponsoring the triathlon, the event saw over 500 athletes take to the lake in branded swim caps, families cheering on at finish lines with bang bang sticks and over 6000 pocket sized snack packs distributed for tasting.
An imposing 30ft teepee was erected complete with instagram booth and props, a branded landrover and a tasting station full of delicious and quirky cheese pairings such as fig jam, gingerbread and dates. The Event provided the much needed experiential and social buzz to generate visible and valuable brand leverage in the eyes of the supermarket buyers.