LITTLE THINGS MATTER: SAMPLING ACTIVATION BRIEFING
Cost Centre: 6917
RUN SHEET
UNIFORMS
White long sleeved top
White sweatshirt
Black Apron
Tidy jeans
Sneaker - Clean and tidy
Prior to Demonstration
Read through the brief and any special reporting requirements in studio23.work
The non-negotiable link below
Health and Safety link below
Ensure you wear the required uniform - Tidy casual jeans and sneakers. If you are cold, please wear a long-sleeve thermal that can be worn under the l/sleeve shirt. Hair must be tied up, and minimal make-up must be worn ( Refer to the Studio23 Non Negotiables)
The meeting point for all staff members is at 230 Ponsonby Rd. Flying Fish Studio Carpark
At the location
You will see the event set up on arrival and there should be parking across the road from this area.
Uniforms will be with me to distribute so you can get ready prior to the event starting.
Donna is our Team Leader on the day and our client Julie will also be on had should you have any questions.
Ensure you are familiar with the following brief
THE BRAND AND PRODUCT
Hummingbird Coffee is a specialty roasted coffee brand available in Cafes and also your local supermarket and our Hummingbird online store.
Their brand centres around opportunities to do good in the community
BACKGROUND
Hummingbird Coffee are launching to market an unbranded media/engagement campaign to highlight ‘all the little things that we do’ to do good. This will help consumers focus on the important messages we are communicating, without being distracted by the brand.
There will be a Reveal phase of the media campaign a week after your activity – where all the billboards and street posters etc will be re-branded with our Hummingbird Coffee logo.
YOUR ROLE IN THE CAMPAIGN
You will be running a non-branded and blind tasting sampling campaign. Hummingbird Coffee will be a secret when you greet people to site.
But you will take people on a Reveal journey so they can discover who is behind the campaign.
HOW WILL YOU DO THIS?
1. Encourage people to come taste samples of roasted coffee, we’re doing a blind tasting today
2. As they taste, invite them to guess some of the brands it might be and talk about the fact that today we’re focussing on the little things that this brand is doing in the community to do good.
3. Encourage them to use their phone now to visit the website Littlethingsmatter.co.nz/QR Code (to find out who we are and also they could WIN a Coffee Share Pack valued at $300).
4. If they are reluctant, ask if you can take them to the Trailer so you can show them a pack (so they know the brand).
5. Whatever happens, they are welcome to order a full cup of coffee from the barista to take away today.
WHAT WILL BE SERVED/PRODUCTS
Hummingbird Re:Start will be served through the barista machine, approximately 7-10kgs (yields 500 cups of coffee max)
Consumers will be given a sample size of 4oz coffee + milk
Consumers will be given a full 6oz coffee + milk if they wish to have a ‘full coffee’
Hummingbird Oomph, Nectar, Crave & Re:Start blends (200g bags) will be available for the team to show consumers who want to know which brand it is.
KEY MESSAGES FOR ENGAGEMENT
1. “Would you like a free roasted coffee sample”
a. Yes, give them a sample
b. No, thank you anyway
2. “We’re blind tasting today as a novel way to help people focus on the good things we are doing in the community”. You can indicate to the Trailer signage which has three examples of good things we are doing.
3. “Can you guess what brand we might be?” Let them answer or not
4. “If you’d like to find out, please visit our website and you’ll find out – plus you COULD win a $300 Coffee Share Pack, we’ve got 100 to give away” “While you are doing that I am happy to put in an order for you with our Barista for a full cup to take away.
FAQs
After your shift
Remove your uniform and hand it to your team leader
Assist with the removal of any rubbish (there is to be no rubbish left on site. All rubbish is to be brought back to Studio23 and discarded in the bins at the back of the warehouse)
Make sure your report is sent electronically through through the link below
Enter your hours using your mystaff login
PLEASE READ THE ATTACHED REPORT SO YOU KNOW WHICH INFORMATION IS REQUIRED TO BE RECORDED AT THE STORE
FILL IN YOUR REPORT HERE
https://www.surveymonkey.com/r/NS9VT7G