Our Work
Peters Ice Cream

Proud & Punch - Summer Brand Activation

Following a successful sampling campaign that launched the healthier, vegan-friendly franchise Proud & Punch, MEA was tasked to execute a series of summer-based Pop-up activations around the country at beaches, festivals, Sports and holiday hot spots using existing Proud and Punch assets along with a branded refrigerated van to transport product on mass at all major cities.

Peters Ice Cream
Activation - Product Sampling
New Product category launch - Trial & Education within non-traditional channels

The Brief

Build awareness via mass sampling to core target markets and bring attention to the new range of Pound and Punch In turn it will not only grow the community organically but also be the go to social hub that enables its group members to feel comfort in chatting, sharing and be a place of learning  from like minded peers and industry specialists.

Highlight the unique ingredients and dietary considerations by engaging with target consumers using traditional channels and giving away a full-size sample of choice by high energy passionate Brand Ambassador team of 4-6 per location who all embraced the love and core attributes of the brand line up.

The Brief

The Experience

Activated sampling campaigns at multi locations over a 2-year period during summer months. This was in line with a massive below the line and online campaign to launch & spruik the range.

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The Impact

  • Activated at 20 locations per year– all outdoor
  • 300,000 samples distributed over 2 years
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