CHRISTMAS SUPERMARKET PR STUNT STAFF

We worked with the high-street supermarket Iceland to provide Christmas supermarket PR stunt staff.

What do we all eat at Christmas? Mince pies of course (as well as the occasional sprout and box of Celebrations)! Iceland therefore offered Liverpudlians free mince pies from their bespoke vending machine to spread a little festive cheer.

As well as traditional mince pies, the unique vending machine also offered alternative choices such as Cheesy Cathedral City Mince Pies, Caramel Crumble Mince Pies, and Chocolate Caramel Crumble Mince Pies. 

Liverpool was chosen, because, according to Iceland’s sales data, Liverpool is the mince pie capital of the UK. The locals here devour more of the festive treats than anyone else- so who could deserve free mince pies more!

All mince pies were Santa approved! We did not supply the Santa Claus for this specific event, but we can, and do, for other UK events.

WHAT DID OUR SUPERMARKET PR STUNT STAFF DO?

Unlike a usual product sampling event where our staff as the ones doing the distribution, at this event our staff were tasked with being ‘authentic shoppers’. They had to act as genuine members of the public forming a queue at the vending machines. Their aim was to create natural buzz and excitement around the PR stunt.

It was important for our staff to appear as genuine members of the public rather than hired staff forcing enthusiasm. Essentially, they acted as mystery shoppers. An effective marketing strategy.

Staff interacted with each other and the vending machines, creating a busy, festive atmosphere which encouraged interaction from the general public.

Local media such as the Liverpool Echo newspaper also attended the event. Now I’m off to enjoy a mince pie myself!