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LONDON – In an effort to drive traffic into its Wild Bean Café convenience stores, BP launched its first experiential campaign of the year called "Wild Bean Patrol," brandrepublic.com reported.
Created by TBWAManchester, the Wild Bean Patrol consists of a themed van driven by brand ambassadors who will supply samples of coffee and snacks in city centers, business parks and 140 BP forecourts, according to the report. Voucher books will be handed out with coupons such as 50 percent off any hot drink, and 25 percent off when buying any large coffee and a muffin, according to the report.
The goal is to persuade consumers Wild Bean products are superior in quality to food and drinks found in other c-stores, the report stated. The campaign will run until the end of December.
TBWAManchester chief executive Robert Harwood-Matthews told brandrepublic.com: "People have varied views on forecourt services. What better way to convince drivers of the offering than going out there and letting them decide for themselves."