TBWA\Manchester to drive BP's Wild Bean Cafe experiential campaign
BP’s Wild Bean Café is set to embark on an experiential campaign as patrol teams look to give motorists a flavour of the food and drink served in the company’s petrol forecourts.
The campaign is being conducted by TBWA\Manchester and will run from now until early December on BP’s forecourts and on high streets across the UK to promote the food and drink on sale within the station’s Cafes.
The patrol teams will be dressed in distinctive branded uniforms, driving a patrol themed Dodge van and will be equipped with jet packs to deliver mass sampling of Wild Bean Café coffee. In addition, motorists and pedestrians will also be given the opportunity to sample juices, baguettes and other snacks to showcase the quality of the Wild Bean Café offering.
Themed voucher books will be given out as well, with the aim of creating further awareness, generating trial and driving footfall to the outlet. Offers will include 50% off any hot drink, half price juices and 25% off when buying any large coffee and a muffin.
Kate Pacheco, brand manager for Wild Bean Café in the UK, said: “The quality of our food and drink at Wild Bean Café is something that we work hard on to deliver for customers. We want people to see that quality and so the best way for us to do that is to get out and about offering people a chance to taste our excellent coffee for themselves. The team is a fun emergency service on the lookout for those in need of refreshing and reviving.”
Robert Harwood-Matthews, CEO at TBWA\Manchester added: “People have varied views on forecourt services. What better way to convince drivers of Wild Bean Café’s quality offering than going out there and letting them decide for themselves? The patrol team is doing just that and the promotional offers are adding to the store’s credentials as a destination point.”