33 COMMERCIALISATION


arrangement including Kraft’s Belvita brand, which carried out sampling activity of its breakfast bars to target the busy commuter population. Metro and Belvita’s recent


‘Super Brand to Hand Package’ ran in multiple stations across the UK including Bristol Temple Meads with a mission to drive the brand, increase penetration and reach busy men and women between 25-35 years old. 185,000 Belvita Breakfast bars were distributed throughout all stations between 7.00-10.00 on a Monday morning, with the team at Bristol Temple Meads distributing their allocation of 3,536 samples.


“Bookings in February are historically lower than other months as the initial flurry of bookings for the new year have been finalised and budgets are restricted for many due to the impending financial year end. Booking levels are however significantly more buoyant than this time last year.”


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* Benchmarked for confidentiality, The Vitality Index reflects the level of bookings for short term promotional space in shopping centres across the UK from advertsier, promotors, and retailers.


0845 2418215 www.spaceandpeople.com


Every month from now on Shopping Centre will be carrying the SpaceandPeople Vitality Index. The index – benchmarked for confidentiality – reflects the level of bookings for short-term promotional space in shopping centres across the UK from advertisers, promotors and retailers.


Top 5 Recent Brand Experiences Flower Council of Holland – Brought a ‘Blind Date’ style roadshow to multiple shopping centres, including Manchester Arndale. Shoppers had the opportunity to reveal their personality traits and receive a mini houseplant which best represented their personality. Ryvita Kitchen – Following on from the success of the Ryvita Crunch Café last year, the Ryvita Kitchen roadshow was tied in with the brand’s new TV adverts and supported the sampling of the product range in UK shopping centres, including Meadowhall, Sheffield. Shoppers visiting the stand were able to buy a goody bag for £5 and take a recipe booklet away with them.


Which? The Big Switch Campaign – The roadshow, which visited numerous venues including Silverburn Glasgow, aimed to make it easier for consumers to switch to a better energy deal and save money on gas and electricity bills. Skin cancer ‘R UV Ugly’ Roadshow – Cancer Research UK toured with their campaign to raise awareness of skin cancer by offering shoppers a free UV skin scan. Sainsbury’s Sports Relief Mile – Reached out to families, across six high footfall shopping centres with brand ambassadors to communicate key messages to the target audience and encourage them to sign up to one of the flagship Mile Events. The promotion’s aim was to encourage sign-ups and raise cash to help change the lives of vulnerable people


across the UK and the world’s poorest countries. “Using railway stations for


a product sampling campaign is ideal for targeting a large number of people within a short period of time,” said Antoinette Mills, Metro’s special projects executive. “In addition, it provides the opportunity to increase brand awareness and product differentiation with the busy


commuter population.” Metro was founded in 1999


and won Silver in the FM & BE awards for Most Effective Sampling Campaign 2009 with its Crème Egg Twisted brand to hand package.


Belvita is Kraft Foods’ biggest


biscuit brand in the UK. The company has recently launched


Belvita Breakfast 300g packs in Forest Fruits and Muesli flavours, as well as new Honey & Live Yogurt to add to their Yogurt Crunch range.


CBS Outdoor UK and SpaceandPeople will also be working together on Northern Rail, Arriva Trains Wales and Cardiff Airport.


www.shopping-centre.co.uk March 2012 SHOPPING CENTRE


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