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CASE STUDY: Delivering The Potato Story with McCain

Provided by Blackjack Promotions
A purpose-deigned bus embarked upon a national roadshow aimed to educate children in the processes involved in food production.

What was the Challenge / Background of the Campaign?

Blackjack were asked to proivide two actors to fulfill the roles of Farmer and Chef on the tour bus which toured schools around the country. They would lead an interactive lesson, which was fully aligned to the National Curriculum.

What was the Campaign Objective?

The objectives of the tour were to teach children about the origins of the food they eat everyday and create a healthy attitude towards eating, in an entertaining and memorable way. Increase the association of good, home grown vegetables, with McCain.

What was the Solution?

Blackjack's recruitment criteria for the staff on board the bus was highly specified. Candidates required acting experience, experience of working with children in an educational theatre role and brand ambassador qualities. Additional staff - such as a compare, brand ambassadors - were required when the bus visited large scale events, like the Royal Highlands Show. Branded handouts were given to the children to take home to continue the learning process and its brand association.

What were the Results?

The roadshow's success was demonstrated in its repetition over the 3 year period. Our staff were praised for their enthusiasm and ability to engross the children through their presentations. Parents commented: 'It's fantastic that McCain are getting involved in something like this' and children: 'I love my potato passport!'

What were the Key Learnings of this Campaign?

Tying in with the National Curriculum meant it gave the brand a subtle yet strong presence in its field. Creating a long lasting memory both with parents and children instils confidence in a brand and reassures the consumer when having to make a choice when next purchasing the product

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
0 - 9
10 - 15
Both
Kids HH
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSEXPERIENTIAL
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