‘The Frozen Grocer’ food trailer that served up brand love
An experiential summer sampling campaign that boosted brand love and sales.
Strong Roots, a certified B-Corp on a mission to redefine the frozen food category with its sustainably sourced plant-based meals, teamed up with Because to execute a summer sampling campaign. The goal: boost brand awareness, get people to sample their delicious products, and ensure no one misses them in the freezer aisle. We knew we needed something fresh and exciting to capture potential customers’ attention and let them experience the convenience of Strong Roots’ freshly frozen meals, firsthand.
We answered with the Frozen Grocer food trailer, a modern, pop-up convenience store on wheels. Blending nostalgia with modern convenience, the trailer’s design drew inspiration from greengrocers of yesteryear featuring chequered flooring, a pinstriped awning and colourful crates bursting with fresh produce. People were invited to try tasters of fan favourites and experience the fresh roots of the products for themselves. A quick scan of a QR code offered visitors a coupon for a free bag of Strong Roots from major UK supermarkets, also allowing for easy in-store redemption tracking.
To dial up the fun, the Frozen Grocer came with its very own claw machine, dubbed the Flash Freeze. Participants stood a chance to win cool branded merchandise and prizes, adding to the engagement. The Frozen Grocer made pitstops in 11 towns and cities across the UK, leading people directly to their closest supermarkets’ freezer aisle.
Creating the Connection
We turned what could have been an ordinary product sampling campaign into an engaging brand experience, demonstrating the brand’s commitment to delivering quality, wholesome ingredients served with the utmost convenience.
What our client had to say:
“The Frozen Grocer was the largest sampling activation for Strong Roots to date and it wouldn’t have been possible without the Because team who pulled it off with effortless cool. From concept to execution the team’s attention to detail is second to none.”
Marketing Manager, UK & IRL