Waitrose runs drinks push at music festival

Supermarket chain Waitrose commissioned a bar experience to showcase its own-label drinks as part of its headline sponsorship of the Hampton Court Music Festival.

Agency The Works London produced the bar area and hired actors to serve the drinks, which included Waitrose Plymouth Gin, Plymouth Fruit Cup, Penfold wine and Monsoon Coffee.

"Experiential events are here to stay because they generate sustained long-term purchases," said The Works London managing director Pen Pincus.

The festival took place in the grounds of Hampton Court from 10-21 June.

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