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Mainland Cheese Roadshow Case Study
Mainland Cheese launched a new marketing drive which centred around the concept of ‘Taste the Goodness of Time’. Brandstand worked with Synergy Brand Experience to create a Sampling Roadshow that would bring this concept to life.
As with all sampling campaign, the challenge is always transportability, and this campaign was no different. The Mainland cheese brand is iconic to New Zealand and therefore we had to treat it very carefully, staying true to the brand promise and strict brand guidelines. We needed to use modern materials but retain an authentic rural and historic feel. We had to ensure that the entire unit could be packed away into a small van and taken around the country. The entire installation had to be completed within 30 minutes by 2 ladies.
Brandstand created a pop up gazebo, with full fabric graphics to give the look of an old cheese shed, as featured in the TV campaign. We added accessories such as an old barrel and fly rods to give authenticity, plus a chalk board with that days featured cheeses. An iPad was placed within the ‘shed’ so that we could build a cheese-lovers database, and continue to promote Mainland Cheese long after the event.
The Roadshow lasted over 12 months, and travelled the length and breadth of New Zealand. Brandstand oversaw all creative, production and running repairs. It visited sports events, schools, malls and supermarkets, and enabled literally thousands to enjoy the goodness of time in Mainland cheeses.
“We needed a company that could deliver a fairly high tech, lightweight, transportable solution that looked the part and could withstand months on the road, being put up and taken down every few days. Brandstand came up trumps with a solution that captured the essence of the TVC! Chris King, Account Director, Synergy Brand Experience