Experiential food and drink marketing is one of the best ways to get people to spend a bit of time with a brand.
Not just walk or scroll past it. It gives people a reason to stop, try something and have a quick chat.
The JAZZ™ Apple van is a great example of how that works in real life.
We led and managed the project, from the first design idea through to build, stickers and certification. The aim was simple and clear – with a chunk of Hungry fun. Make something that is eye-catching and looks good, but more importantly, works hard at busy UK events.
Built for experiential food and drink marketing at events
This is not just a van that turns up and looks nice.
It’s big, bright blue and easy to spot from across a showground, field or exhibition space, which helps when you’re one of hundreds of stands.
Everything is packed inside it. Stock, equipment, everything you need for a full day of product sampling. The team travels in it too, so you arrive, open up and you’re ready to go.
There’s no complicated set up. Once we’re there, we’re pretty much ready to go.
For food and drink event marketing, that kind of simplicity makes a big difference and gives you time to look at other details. Particularly spending time with customers.
Make product sampling something people enjoy
Product sampling sits at the heart of most food and drink marketing, but it only works if people actually want to stop. So, we gave people an area to sit and enjoy.
Deck chairs out the front. Space to sit and rest their legs. Somewhere people can pause rather than rush past. It gives people more time to get to know you and try the product, in this case, apples.
Then we added simple things to draw people in. Hula hooping, limbo, apple challenges for kids. All things to make some noise, movement, laughter and fun. A place where parents can sit and let their kids enjoy some games – whilst eating a healthy snack too.
It’s nothing over the top but just enough to create a bit of atmosphere and keep people there a little longer.
Taking experiential food and drink marketing across the UK
The JAZZ™ Apple van has travelled all over the UK as part of a wider experiential food and drink marketing campaign.
The last two years have included:
- Foodies Festivals in Brighton, Cardiff, Chelmsford, Glasgow, Tatton Park, Oxford and Bath
- Great Yorkshire Show
- Big Feastival
- Pub in the Park
- Good Food Show Winter
- National Fruit Show
- Supermarket visits and British apple events
Across these, JAZZ™ was in front of over 500,000 people.
That’s a lot of face-to-face time, which is exactly what this kind of marketing is about. Plus, the van will be back on the road this year – so more awareness and more samplings.
Turning interest into trial through experiential marketing
One of the biggest strengths of experiential food and drink marketing is that people can try the product there and then.
At Brighton Foodies Festival alone, over 10,000 apples were sampled and sold across one weekend.
That’s not just awareness. It’s people tasting, enjoying and being far more likely to pick them up again later. And with a big blue van, friendly sampling team and memories made at the event – they’ll remember the brand when they see it next.
Why this approach works so well
There’s a reason brands keep coming back to this kind of activity.
- You go to your audience instead of waiting for them.
- You show up consistently, in different places, with the same look and feel.
- You give people a bit more time with the product.
- And you get real conversations, which is what we love best about this type of marketing.
More than just a marketing van
The JAZZ™ Apple van has become a key part of how the brand shows up.
It carries everything needed for events. It stands out in busy environments. It creates a space people want to spend time in and we have feedback of people returning to us again and again at different events.
Most importantly, it helps turn a quick taste into something people remember.
For food and drink brands, that’s what good experiential marketing should do.
If you’re looking at ways to bring your brand to life like this, we’re always happy to have a chat.
Hannah