Although well known in the US, ‘Frank’s Red Hot Sauce’, which is owned by Reckitt Benckiser, is relatively unheard of in the UK, and the company was keen to build the brand’s profile over here.
There was already a radio campaign planned, but Reckitt Benckiser wanted to establish the brand front of mind for consumer during their regular shopping expeditions, and sought to reinforce its ads campaign with some much more hands-on activity.
Outdoor advertising specialist JCDecaux was approach by Reckitt Benckiser, and briefed Blackjack Promotions to organise and deliver staff for mass distribution activity to raise awareness of ‘Frank’s Red Hot Sauce’.
Blackjack supplied teams of staff to cover 43 underground stations in the city of London, including London Waterloo, over the course of a week. Shift times were scheduled to cover both peak morning and afternoon rush hours.
Staff were given branded uniforms to wear, and were briefed to vocally communicate their purpose to commuters.
The staff members were tasked with distributing leaflets to the public with two free samples of the sauce, recipe ideas and money-off vouchers.
Blackjack staff were positioned near the entrances of 43 London Underground stations October 25-29, including Canary Wharf, Liverpool St, Band and Oxford Street, where they distributed the promotional pack to City commuters.
Target audience and reach
There was a bias toward those under 40 who may be considered more interested in adding “a kick” to their food. However, there was nobody the brand ambassadors wanted to avoid.
The event was deemed to be very successful, with staff reaching their target of distributing 251,000 free samples.
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