BP’s award winning Wild Bean Café is taking to the roads to give motorists a flavour of what tasty food and drink now awaits them in petrol forecourts.
Wild Bean Café patrol teams are being deployed across BP forecourts and the high streets of Britain with one mission: to refresh and revive the British public’s taste buds for petrol station food and drink.
Developed by TBWA\Manchester, this is the brand’s first experiential campaign this year.
Hitting high traffic areas including city centres, business parks and 140 BP forecourts, the Wild Bean Café patrol teams will be dressed in distinctive branded uniforms, driving a patrol themed Dodge van. The team will be equipped with jet packs to deliver mass sampling of the great tasting Wild Bean Café coffee. In addition, motorists and pedestrians will also have the opportunity to sample juices, baguettes and other tasty snacks to showcase the great quality of the Wild Bean Café offering.
Themed voucher books will be given out as well, with the aim of creating further awareness, generating trial and driving footfall to the outlet. Offers will include 50% off any hot drink, half price juices and 25% off when buying any large coffee and a muffin.
Talking about the campaign that is set to run from now until early December, Kate Pacheco, Brand Manager for Wild Bean Café in the UK, said: “The quality of our food and drink at Wild Bean Café is something that we work hard on to deliver for customers. We want people to see that quality and so the best way for us to do that is to get out and about offering people a chance to taste our excellent coffee for themselves. The team is a fun emergency service on the lookout for those in need of refreshing and reviving.”
Robert Harwood-Matthews, CEO at TBWA\Manchester added: “People have varied views on forecourt services. What better way to convince drivers of Wild Bean Café’s quality offering than going out there and letting them decide for themselves? The patrol team is doing just that and the promotional offers are adding to the store’s credentials as a destination point.”
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