The campaign, devised by agency Brand Belief, aims to encourage consumers to liven up lunch and to shake up their midday eating habits. The 'lip-smacking' lunchtime roadshow will be taking to the road from 22 September, visiting key Tesco and Sainsbury’s large format stores. There will be eight locations in the UK targeted this weekend, including Banbury, Aylesbury, Northampton, Milton Keynes and a further three locations in Kent. Visitors will be treated to tasting sessions, exercise demonstrations and the chance to take home samples.
The campaign aims to reach around half-a-million shoppers to highlight the importance of the midday day meal or snack and its importance to health, well-being, energy levels and concentration.
The roadshow will be also be appearing at two London mainline stations, London Victoria on 11 October and London Waterloo on the following day. Consumers will also be able to receive money saving vouchers at the roadshow locations.
Other brands featuring in the roadshow include Nakd, Balhsen Pick Up! and Kallo. Over the duration of the roadshow, around 325,000 samples will be given out. Hovis, Heinz and Muller have previously backed the It's Lunchtime campaign.
Last year, media brand Stylist partnered with companies such as Pret A Manger and John Lewis to encourage consumers to get out of the office at lunchtime.
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