With Nestlé
30,000 samples
3 uk train stations
550 Miles covered
24 brand ambassadors
Objective
To launch Nestlé Purina’s new sub-brand, Gourmet Revelations Gelee, through a large-scale sampling campaign that captured the brand’s premium positioning while reaching a mass audience.
The goal was to create a high-impact experience that felt refined and luxurious – reflecting Gourmet’s reputation for quality. Unlike a standard sampling activation, this was about elevating a functional exercise into an elegant consumer touchpoint.
Solution
We designed a concept that brought the sophistication of fine dining into the busy world of train stations. Instead of using plain bins or tables, we created a bespoke sampling stand styled as a white-draped dining table, topped with an oversized silver cloche. This theatrical centrepiece immediately conveyed the premium quality of the product, while attracting attention in crowded concourses, creating an impactful interruption.
Brand ambassadors were dressed in branded chef jackets, giving a professional, sleek look that reinforced the culinary positioning of Gourmet. Every detail – down to the design accents – was aligned with the brand guidelines to ensure authenticity and elegance.
Distribution was intentionally inclusive: ambassadors offered samples not only to cat owners but also to anyone who knew a cat owner – friends, neighbours, colleagues. This approach expanded reach, maximising the number of households trialling Revelations Gelee.
Challenges
The largest challenge lay in the logistics of operating within busy train stations. Despite ongoing communication with station management, every site had its own operating procedures and restrictions, meaning that detailed back-of-house routes could only be finalised on the day.
Our team had to adapt in real-time, ensuring sampling staff could navigate stations smoothly without disrupting passenger flow. These unknowns required flexibility, strong contingency planning, and rapid communication between ambassadors, supervisors, and management.
Another challenge came from station-specific behaviour patterns. Birmingham and Leeds provided steady engagement throughout the day, with passengers willing to pause and interact. In contrast, London Waterloo saw extremely high footfall but much shorter dwell times, with most commuters focused on getting to work or boarding trains. We balanced this by prioritising high-visibility presentation and fast-paced interactions to maximise impact.
REsults
The activation was a resounding success. The premium sampling setup attracted curiosity, with many passersby initially mistaking the sleek packaging for luxury chocolates. This created natural opportunities for conversation and trial, reinforcing the brand’s upscale positioning.
Over the course of three days, 30,000 samples were distributed across three major UK train stations: Birmingham New Street, London Waterloo, and Leeds, covering almost 550miles. Each location offered unique opportunities to connect with a wide commuter audience, ensuring both trial and visibility for the new product.
Feedback from consumers was overwhelmingly positive, with the presentation and ambassador styling repeatedly cited as elevating the experience above typical sampling campaigns.
Most importantly, the activation successfully communicated Gourmet’s luxury credentials to a mass audience. By combining theatre, premium design, and efficient logistics, we transformed a commuter moment into a memorable brand experience that positioned Revelations Gelee as a sophisticated new choice in the pet food market.
Services
activation
Engaging with public and creating an impactful interruption.
Ideation
From concept, build to execution.
Project Management
End to end management; from ideation, design and build, onsite management with delivery and storage.
brand ambassador
Enthusiastic brand ambassadors across 3 major cities making cats happy.
LOGISTICS
Comprehensive logistics plans covering 550 miles on road.
SUSTAINABILITY
Purpose-built distribution stands with the aim of reusing them for future activations.