Introducing an innovative new ‘smoothie robot’ to a European audience
Client: Fresh Blends®
Developed in the United States, Fresh Blends® is in the process of introducing ‘smoothie robots’ to British and European audiences. Combining fresh, natural ingredients using a simple self-service machine, Fresh Blends can deliver a range of 45-50 different, perfectly blended, smoothies, cold-brew coffees and shakes in under 60 seconds.
The first two European machines were installed at BP Wild Bean Cafés in Brentwood and Newmarket in 2020 – locations that typically have a high level of visual noise, with brands vying for customer attention.
In order to raise public awareness, Fresh Blends needed to develop high-impact promotions that highlight the fresh, high-quality nature of its products in a cost-effective way, while adhering to BP’s requirements both in store and on forecourts.
Fresh Blends worked closely with Adrian Kingsland to develop a range of long-, medium- and short-range promotional items for both forecourts and stores. Each one was designed to draw customer attention to the Fresh Blends robot and encourage sales from the moment customers arrive on site.
Forecourt bin wraps were key to the campaign. Large, colourful and located in prominent places, the wraps were an inexpensive way of promoting Fresh Blends in front of a captive audience as they refuel their vehicles.
Bollard covers were also introduced in lorry areas. Again, these large, eye-catching promotional items draw attention to the brand before drivers have even left their vehicles, creating theatre and interest around the brand.
Once in-store, vibrant floor stickers direct customers towards the Fresh Blends robot, while a mobile dangles from the ceiling; the gentle movement draws the eyes upwards towards the machine so customers can easily find delicious, refreshing beverages.
The promotional items have been positively received by both the US and UK Fresh Blends teams, as well as their counterparts at BP.
Beverage sales have increased over time even while the UK was under lockdown restrictions and there are plans to introduce more machines across the UK in the coming months.
“What we’ve put together has really transformed the sites – you can’t miss that we’re selling Fresh Blends. Head office is delighted with the quality and how it looks on site. Plus, the BP teams on-site love them; we couldn’t have better buy-in. I even had to take more bin wraps to BP at Rowley Mile in Newmarket because the teams think the bins look so much better!
“We’ve seen sales growing month on month and that’s not just because of the weather. Without the POS items, it would have been a massive uphill battle; it’s made a huge difference. It’s given us a good base to work from, providing really strong brand awareness before people enter the store.”
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