iMP creates Covid-friendly campaign for organic dairy brand

Simon Austin's picture
by Simon Austin

Leeds agency iMP has been tasked by organic dairy brand Daioni with creating a product sampling campaign in London for its new iced coffee range.

Daioni is the first organic Fairtrade iced coffee in the UK and was launched into Whole Foods, Holland & Barrett and other retailers before the Covid-19 pandemic,

IMP has now designed a socially distanced plan to target thousands of London weekday commuters. This includes a self-serve, non-contact extension in their sampling bins which allow consumers to take a free product and leaflet without human contact.

iMP’s Managing Director David Gibbons said “Despite hugely reduced commuter numbers, it’s imperative that any experiential or sampling activation taking place during this pandemic is as safe and responsible as possible.

“Eliminating human-to-human contact is the best way to ensure an effective, socially distanced campaign. By providing a self-serve, non-contact mechanism we’ve given brands confidence in our ability to do things the right way during Covid-19 and consumers the confidence to safely take a sample, driving trial and purchase. It’s hard work, but it’s worth it.”

Enjoyed this? Get our latest updates in your inbox every day

Subscribe to Prolific North’s morning newsletter to keep up with all the most important things going on in your sector.