To support the first limited release from the cabinet of curiosities, a fully integrated experiential sampling campaign will go live in Sainsbury’s from the 12th June. The key objective of the campaign is to drive awareness of the launch, encourage trial, and disrupt habitual shopping behaviour. As well as front-of-store experiential sampling, digital comms and magazine, Hendrick’s Midsummer Solstice will be on price promotion and feature in the “Discovery Bay” in the 274 stores merchandised by REL.
FRONT OF STORE EXPERIENTIAL SAMPLING
The experiential sampling activity will run from 1pm – 8pm in 35 key stores on/around the Midsummer Solstice itself, Friday 21st June. The stand creatively pushes the Sainsbury’s experiential guidelines and fully maximises the 2x2m available space. Shoppers will be able to sample the perfect Midsummer server (Midsummer Solstice Spritz), find out more about the limited release, and pick up all serve ingredients from the shoppable bath. To create added theatre, each store will feature a Hendrick’s actor for the duration of the sampling activity who will engage with shoppers, draw them into the stand, and hand out flowers and Solstice Spritz recipe cards.
DOUBLE PAGE SPREAD IN THE JUNE EDITION OF SAINSBURY’S MAGAZINE
An objective for the “out of home” communications was to create awareness of the in-store experiential activity prior to it taking place. The Sainsbury’s magazine double page spread includes Midsummer Solstice, communicates the Solstice Spritz serve, and importantly details all of the stores that shoppers can visit to experience the Hendrick’s Midsummer Solstice.
SOCIAL CAMPAIGN AND SAINSBURY’S ONLINE PAGE
Reaching out to the “curious crowd”, the social media campaign will be perfectly timed to create awareness of the launch activity in Sainsbury’s and offer a click-through to purchase. A bespoke branded page will also be hosted on Sainsburys.com, which will introduce Midsummer Solstice, communicate the Solstice Spritz serve via copy and video, and detail the stores where the experiential sampling will take place. There will be two shelf banners on Sainsburys.com to help drive shoppers to the Hendrick’s page and importantly the bottom of the page will have a section to add Midsummer Solstice to basket.