Shell FSC Deli 2 Go

The Brief:

To provide sampling at key UK filling station to promote Shell’s new Deli 2 Go range of hand-crafted British pastries

We were tasked with providing 3 consistent regional sampling teams at key Shell filling stations to promote the new Deli 2 Go range, through a fully managed sampling roadshow taking place across a month.

What We Did

  • Remotely trained 4 teams of samplers working across the country consistently for 1 month
  • Live in-store sampling of freshly baked pastry products to customers
  • Communicating key product quality points & brand messaging
  • Full management of campaign staff, logistics & surrounding elements

Campaign Overview

Reaching consumers on their daily commute to refresh the FSC brand & communicate the need for quality on the go

Shell’s Food Service Centre have reinvented their in-store offerings at their filling stations, and wanted to find a way to communicate the quality of their products effectively to their customers. Our main task was to make sure that every customer leaving the store left without the ill-conceived archaic notion that food made and sold at a filling station was lower quality than elsewhere.

Our samplers would give customers a choice from the range of all-butter, hand-crafted Yorkshire pastries so that they could get an appetite for the brand and discover what met their tastes. Working in-store meant that our teams had the opportunity to engage with every customer walking through to reinvigorate the brand and spur purchases.