Waitrose and Hardy’s wanted to create a purpose built unit which would be used to activate their sponsorship via a tour around the main county cricket grounds in the UK
Waitrose and Hardy’s – Touring Trailers
To enable them to activate this sponsorship property we designed a premium branded trailer that could function as a retail unit to sell wine and food as well as be eye catching and creative. The core objective of the trailer was to enable Waitrose and Hardy’s to connect with cricket fans through a fun and memorable experience.
The design for the trailer needed to encompass both Hardy’s and Waitrose brand identities in a cohesive and complimentary manner.
To incorporate Hardy’s playful Australian heritage we designed the bottom part of the trailer to include Australian Shack type features that were interspersed with cricket imagery and narrative in order to appeal to the cricket audience. For the upper deck of the trailer we created a more premium space to enable Waitrose to carry out exclusive sampling and cooking demonstrations. As a key sponsor Waitrose also required us to create a VIP space to afford it’s high value customers a more exclusive experience.
We managed the build and installation of the two trailers which were developed over a period of three months. The trailers toured from May – September to over 18 matches countrywide including Test matches, One Days and IT20s.
Waitrose attracted over 336 myWaitrose customers, 40,000 seasonal products were sampled and over 8000 people entered into their competitions giving their marketing team an invaluable new database of highly engaged customers that they could re-market to.