The Roadshow
a 1-of-a-kind collaboration
5 popular uk cities
33 brand ambassadors
5000 sausages roll-ed out
Objective
Launch Greggs & Primarks iconic collaboration. Build a striking activation for the limited festival-themed collection and enlist a team of ambassadors to capture the imagination of the British people (AKA getting them *hyped* for this unique blend of brands).
Solution
Our creative friends at We Love This Ltd. invited us to join them to deliver this and we couldn’t wait take this show on the road!
A fully branded and captivating double-decker bus, live DJ’s, carnival-style game booths and festival bunting.
The ‘Snackfest’ bus toured across the UK visiting five key cities and prime locations: Brighton, Manchester, Liverpool, Glasgow and finally the home of Greggs, Newcastle.
At each location, our enthusiastic brand ambassadors donned items from the stylish new collection attracting audience to the Snackfest. Engaging with people with our diverse and charming ambassadors promoted the new limited edition and encouraged the crowd to interact with stylists from Primark.
Our team expertly managed the large queues at every stop, especially as crowds surged during headline performances by Kelis, Yung Filly, Big Narstie, Sinead Harnett and Wes Nelson.
Challenges
Rounding up a strong team of brand ambassadors local to each city.
Ensure diversity team across different demographics to promote limitless fashion (Greggs and Primark are aimed at everyone, after all).
Also, preparing them for unexpected engagements as the event was open to all within high footfall locations. As anyone who’s run anticipated pop-ups with free elements knows (in our case, games, prizes, and giveaways) people can get a little TOO excited, and we needed to account for that possibility.
REsults
Buzz! Sales! Boosted brand awareness! In short, a launch to remember. PLUS, in every location, all of the merch was gone before the end of the day.
Services
Brand ambassador
Diverse and enthusiastic team local to each city.
Activation
Attracting audience to the Snackfest tour bus
Experiential
Seamless queue management, exciting game stalls, fresh merchandise promotion, and efficient giveaway distribution
Logistics
Orchestrating the events team across five cities with flawless travel and logistics planning
Public realm
Transforming central city spaces into vibrant activation hubs that attract and engage passersby
press coverage
Significant press coverage across the UK.