Lamb Weston

How do you bring innovation to life at a live event?

The Challenge

With the delivery channel gaining mileage, suppliers and brands face new challenges on ensuring optimum experience of their products. Lamb Weston had successfully overcome a real issue – how to ensure fries arrive from operator to consumer, warm with a crisp bite?

Leading supplier to the channel, Lamb Weston’s new Hot2Home concept has the answer with both a new product and new packaging solutions, and it approached The Hub to help it get these revolutionary new products in front of both customers and the media.

The Strategy

Crucially, for this campaign we needed to replicate the actual time taken from the in-outlet cooking to eventual doorstep delivery. Highlighting the deliver time element was a sure way to deliver the revolutionary technology with maximum compelling impact.

The Hub’s idea centred around re-enacting the delivery journey time and demonstrating how Hot2Home’s product and packaging helped it arrive in the best possible condition and tasting fantastic.

We identified that ten-minute window as the average time to cover the UK average 1.5 mile distance from takeaway or kitchen to customers’ doorsteps. Having identified this key time element, all of our planning had to include a real-life demonstration of how great the product performed when eaten later in the delivery cycle.

The Campaign

Hosting a media event at Pop! Brixton where journalists witnessed a live video feed from kitchen to venue via a delivery driver – experiencing the hot and crisp fries for themselves on arrival to the event – all dramatized under the clicking delivery window clock.

Then how to recreate this stunt at trade exhibition Take-Away Innovation show at Excel?

With portions of fries being prepared throughout the day, The Hub designed an eye-catching branded exhibition stand featuring a moving conveyer belt to depict the delivery journey time of a courier. The hot freshly prepared samples, were constantly delivered in the Hot2Home packaging and made available to prospects and show attendees to taste for themselves.

The Results

4,500 delegates visiting the Takeaway Expo over the course of the show

80+ significant prospect leads and sales meetings achieved at the show alone

26 individual media coverage pieces positioning Lamb Weston at the front of category and industry innovation

“The Hub’s insight into the delivery model and creative activation made such a difference in being able to bring the product innovation to life – and it worked. Great show and clever way to engage the media.”
Brand Manager, Lamb Weston

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