LEON aioli sampling summer 21
Create an opportunity to celebrate and showcase the best-selling LEON Aioli, sold as part of the grocery range in Sainsbury’s.
This Summer, LEON invited Londoners to level up their lunches. LEON popped up at various prime locations and green spaces at lunchtime across a three-day period.
The locations reflected the demographic whilst targeting new audiences. Central locations included Kings Cross Station, Carnaby Street London, Bankside and Southbank, Battersea Park and Clapham Common.
the saucy idea
To add fun, theatre and talkability to a simple sampling activation, a bespoke LEON Aioli man mascot in the shape of the aioli jar was commissioned.
Promotional t-shirts and branded usherette trays were designed and created to ensure maximum opportunity for brand awareness.
The activation was well received and provided a light-hearted way to distribute samples and capture the attention of families and busy passers-by. It was an opportunity to raise awareness of the LEON brand, introduce the product and accrue feedback from potential customers.
25g Aioli sample pots were distributed alongside a postcard with a QR code call to action from the brand ambassadors with usherette trays.
In addition to the concept, all event management, staffing, rotas, location permissions and photographer briefing were all handled by me.