When our friends at Quality Meat Scotland came to us and said they wanted to conquer the London retail market with their burgers, we donned our Scotch Beef cow hats and reared a cunning plan. Scotch Beef is a brand that is world renowned, but for retail activation showing is better than knowing. Denvir’s task was to maximise awareness in greater London by helping as many Tesco customers as possible to sample the PGI quality Scotch Beef that makes Tesco Finest burgers a cut above the rest.
The tour covered twenty consecutive store sampling sessions, and even a day of sampling at Tesco Head Office. Within a visually stunning black marquee the campaign offered a communal seating area, Scotch Beef information podium, instant win ‘name the beef cut’ competition, and of course BBQ cooking stations; all operated by our authentic Scottish team of four brand ambassadors.
As customers began their shopping they were greeted with the irresistible aroma of burgers on the grill. Over 20,000 samples later, the results were as undeniable as the quality of Scotch Beef; a beefy 100% uplift in sales, much to the delight of both Quality Meat Scotland, and Tesco buyers themselves.