Revolutionising On-The-Go Dining: Shell Deli 2 Go’s Roadshow Transforms Fuel Station Fare
Our primary objective was to redefine public perceptions about the quality of food offered at fuel stations. By promoting Shell’s new Deli 2 Go range through a meticulously managed sampling roadshow, we aimed to refresh the Food Service Centre (FSC) brand and communicate the high quality of on-the-go options available at Shell filling stations.
Campaign Strategy:
- Regional Sampling Teams: Deployed three dedicated regional teams at key Shell filling stations to engage directly with consumers during their daily commute.
- Quality Food Sampling: Offered samples of all-butter, hand-crafted Yorkshire pastries, showcasing the range and quality of Deli 2 Go products.
- Strategic In-Store Interaction: Positioned teams within the stores to ensure every customer could experience the revamped offerings, thereby reinvigorating the brand and encouraging purchases.
Execution:
- Consistent Nationwide Staffing: Engaged four teams of samplers working cohesively across the country for a month, ensuring consistent messaging and customer experience.
- Live In-Store Demonstrations: Conducted live sampling of freshly baked pastry products, allowing customers to directly taste and appreciate the quality.
- Effective Communication of Brand Values: Trained staff to articulate key product quality points and brand messaging, enhancing customer understanding and appreciation of Deli 2 Go offerings.
- Comprehensive Campaign Management: Handled full management of campaign staff, logistics, and all related elements to ensure a smooth and effective rollout.
Impact:
This campaign successfully shifted customer perceptions about food quality at fuel stations. Through engaging interactions and delicious samples, customers were able to directly experience the superior quality of Deli 2 Go’s offerings. The roadshow not only boosted the FSC brand but also led to increased customer interest and purchases, showcasing Shell’s commitment to providing high-quality, convenient food options for people on the go.
