Kraft’s 2012 sales target for the Tassimo machine in the UK was the highest it had ever been. This called for a new sales activation approach...
Alongside 1000+ retail activations in major high street and electrical multiples, a brand new selling channel was trialled – direct selling at carefully-selected venues - including motorway service stations and large offices. The campaign was based around a strong customer message of unbeatable and exclusive price. The messaging suggested the ability to drink 'Costa at Home' - twinned with the seasonal gifting opportunity.
Nine field marketing selling teams nationwide were equipped with vehicles, sampling kit and selling stock, a weekly schedule and a sales target!
Our teams delivered the selling activity in December, hitting the highest footfall service stations and carefully-selected work places to maximise the sales opportunity.
All selected service stations incorporated an in-house Costa coffee shop to ensure that shoppers who favoured the Costa brand were targeted. Offices containing large numbers of employees were chosen and staff were engaged with demonstrations / sampling of the Costa coffee range, supported by special favourable price messaging on the day.
Retail – over 1,100 days delivered across three retail groups
Direct Selling - 60 days delivered with sales topping-out at 300 on one day