RPM and belVita embark on Soft Bakes campaign
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RPM and breakfast biscuit brand, belVita , are launching NPD ‘Soft Bakes’ through a series of multi-sensory experiential events and retailer take-overs (point of sale creative & sampling) kicking off today
At the ‘Soft Bakes Bakery’, devised and created by RPM, commuters and shoppers have their senses stimulated with the smell of freshly baked goods and their touch tested with the padded bakery walls and soft furnishings. Samples can be tried at locations across the country from London Kings Cross to Leeds Briggate
The in-store campaign, which supports the experiential work is already live across several retailers nationwide. Under the strapline ‘Try a softer start to the day” shoppers are encouraged to try the breakfast biscuit in one of the three flavours. The in-store creative will also be utilised for Out Of Home advertising across the UK.
Dom Robertson, managing director at RPM said: “We’re excited to be working with belVita for the first time on the launch of their biggest innovation since 2010. The OOH, retail and sensory experiential events will break down one of the key barriers to breakfast biscuits, texture; shaking up the category, getting the product in the hands of consumers and ultimately drive sales.”
Sandra Ferreira, senior brand manager at belVita added “Our research has shown that 59% of consumers prefer soft products for breakfast so we know they are ready for our Soft Bakes and we’re looking forward to seeing people’s reactions to product. The Bakery is a fabulous way of engaging with consumers and allowing them to taste the range rather than just read about it. We hope everyone enjoys the activity.”
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