I2I develops Weight Watchers sampling roadshow

An I2I Marketing product story

Edited by the Marketingweek Marketplace editorial team Nov 4, 2008

I2I Marketing has developed a sampling roadshow for Weight Watchers Foods that will support the company's 'Eat Gorgeous, Feel Gorgeous' advertising campaign.

The eight-week touring sampling campaign will allow consumers to taste a selection of nine chilled meals, breads and cakes from three Weight Watchers licensees - Greencore, Warburtons and Finsbury Cakes.

A bespoke mobile unit, complete with 'Eat Gorgeous, Feel Gorgeous' branding and a demonstration chef, will be placed in prominent positions outside Sainsbury's, Asda, Tesco and Morrisons stores.

As consumers sample the products, trained brand ambassadors will explain the functional benefits of Weight Watchers foods.

Those who sample the foods will receive an information booklet with discount vouchers, and shoppers buying two or more Weight Watchers products on the day will receive a free branded kitchen timer.

To extend the experience and increase sales, a secondary sampling station with branded chiller cabinet will be strategically placed at stores.

Branded wobblers and tent cards will also be used to increase product visibility.