Home > News Category > Business
Related topics: Business,Events
May 13, 2009
|

Major retailer drums up Asian experience for commuters




Store chain Marks & Spencer recently launched a vibrant experiential campaign across London to promote the addition of authentic Asian cuisine to its Food to Go range.

The new options include sushi, salads, lettuce cups and wraps, with the range described by M&S as a “tasty and healthy alternative to the traditional lunchtime sandwich”.
 
The campaign, which was run by experiential marketing agency Because, featured Asian drummers and flag bearers dressed in M&S branded traditional-style costumes alerting London commuters to the new range at five major train stations across the capital. BEcause brand ambassdors also chatted to passers-by about the new range, while handing out branded chopsticks which doubled up as 50p money-off coupons to redeem in-store. An additional two days of guerrilla hit-squad activity across the city added to the experience.
 
“This loud and colourful experience brought the flavour of the Food to Go range to life and stopped commuters in their tracks,” explained Sharon Richey, managing director of Because.

“By targeting busy commuter hotspots, we went straight to the cash-rich, time-poor professional that the Food to Go range is aimed at and showed them that healthy food can be delicious.”


What do you think of this $type?
 


PUBLISHING PARTNERS

 

GLOBAL ASSOCIATION PARTNERS

GLOBAL EVENT PARTNERS

   IT&CM China  Caribbean Meeting Incentive Travel Exchange      Gulf Incentive, Business Travel & Meetings Exhibition EIBTM IBTM IMEX America  IT&CMA IT&CM China IT&CM India Conventa BTC convene  cventMBTMMA 2013 COCAL 

GLOBAL AGENCY PARTNERS                                                                                           OFFICIAL TRADE SHOW PARTNER FOR THE UK MEETINGS MARKET 

MCI Ovation Euromic