Communications campaign supporting the opening consisted of three parts:
1. Working with the brand’s social networks
2. Bloggers tour
Media representatives, top-tier bloggers and opinion leaders were invited to attend a special visit to the store two months prior to its opening. Guests had a chance to find out about the store infrastructure and try various dishes produced by the delicatessen department team.
After short tour guests participated in cooking workshops and prepared homemade Italian pasta, sauces, pizza, fish and seasonal smoothies.
3. Store opening
On June 9, the largest Preston supermarket opened its doors for customers.
Four mascots were designed for the opening: a banana, strawberry, carrot and pea.
Throughout opening day, customers participated in tastings and received special gifts. Special contests and ice cream tastings were organized for children.
1. Overall reach: 412,000 contacts
2. Client satisfaction