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Client:
Woolworths
Campaign name:
Job number:
66221
Timing:
Retailer:
Woolworths
Briefing type:
Simple Online
State / National:
National
CAMPAIGN OVERVIEW
Introduction:
Demoplus is conducting in store demonstrations to support the NEW Woolworths range of Ice creams.
This sampling campaign is proposed to engage consumers with the NEW WW Ice Cream products, to increase
product awareness amongst consumers and highlight the great exciting range of flavours.
Objectives:
Target Market:
To increase product awareness of NEW range of Woolworths Ice Creams (500ml tubs)
To encourage customers to experience the quality of Woolworths Ice Cream for themselves
Highlight the great range of flavours and the price
To encourage purchase of the products
Note: Children who approach the Brand Ambassador without their parents (or guardians) should not be given any food
to be sampled. A sample must be handed to the parent who then hands it to the child. This is to ensure the health and
safety of the child, in case they may have a reaction to the food.
Product
WW Ref code
Method
841832
Sampling
841833
Sampling
841835
Alternative product
841834
Alternative product
PRODUCT INFORMATION
PRODUCT INFORMATION:
FOCUS PRODUCT:(Sampling)
Woolworths Ice Cream Aussie Cara-Mite 500ml
A twisted combination of creamy caramel ice cream and a secret hint of Aussie flavour!
Hello, Woolworths has a fantastic NEW range of ice creams. Today I am sampling
Woolworths Nuts About You (chocolate ice cream with roasted peanuts swirled with
a salted caramel ripple) and Aussie Cara-mite (A twisted combination of creamy
caramel ice cream and a secret hint of Aussie flavour) . Which one would you like to
try first? Please tell me what you think
Hand a sample to the consumer.
Continue to discuss key features & benefits.
Encourage the shoppers to purchase multiple packs
There are 2 other flavours in this range. Apple Tumble ice cream and Popcorn Date
Night ice cream. why not take home a few flavours today?
Freezer manager
Set up location:
Points to remember:
POS Material
Equipment checklist:
Ice
6 inch plate to hold dishes
1 x Plastic cup to hold plastic spoons (Supplied)
DP large bowl to keep Ice cream on ice
Plastic container (for ice)
2 x metal teaspoons to scoop the ice cream
2 x Plastic cups to hold the metal teaspoons (Supplied)
Briefing Document
MSDS for Pine-O-Cleen
Work Method Statement
Paper towels
Pine-O-Cleen Antibacterial Cleaner
Rubbish bin with lid and liner
Food grade clear non-latex gloves
Report Form
Allergen Card
Woolworths Contractor safety card
PROCEDURE
Set up:
1. After obtaining your sample stock via IBT (4 x Nuts about you & 4 x Aussie Cara-Mite), you are to place 3
of each of the 500ml tubs into a plastic shopping bag and label it Demo stock. Place that demo stock (in
labelled bag) in the store freezer underneath selling stock.
2. Have your plastic container filled with ice from the Deli and position it on your table top. Place 1 tub of
each of the focus products into the container surrounded by ice.
3. Place each of the 2 metal teaspoons, in a vertical position, in each of the 2 plastic cups.
4. At your demo table, you should have all 2 flavours on offer for consumers to sample at all times. You
should get 30-40 samples per tub.
Serve:
1. Ask the consumer which flavour they would like to try first.
2. Encourage consumers to sample more than one variant. You can put different flavours in the same dish.
3. On demand, use a metal spoon to scoop a spoonful of ice cream into a sampling dish. Hand to consumer
with a spoon (Only serve product on demand so that the ice cream stays chilled in the plastic container as
long as possible and does not melt.)
4. You will need to rotate the tubs every 15 minutes from the freezer
5. After 15 minutes swap it with one of the tubs you have in the labelled plastic bag in the freezer to ensure
the product stays frozen.
6. When serving your samples, start from the edge of the tub of ice cream (not the middle) and work your
way around the edges working towards the middle.
7. Only dig 2cm deep, that way the product at the bottom stays firmer longer and keep the lid on the ice
cream when not serving samples.
8. Once you have finished 1 tub of ice cream, wipe the outside of the tub with paper towel to use as a
dummy pack to display on your table. (Rear shelf)
9. Make sure you do not confuse which spoon to use with which ice cream.
10. DO NOT SERVE MELTED SAMPLES. If a sample melts, please discard and replace.
11. REMEMBER to advise consumers of NUTS in the product.
Quantity required
per 4 hour shift:
Estimated cost
per shift:
$0-2 (Call office for instructions if issues with IBT DO NOT PURCHASE
SAMPLE STOCK)
Out of Stock
Continue with other flavours in this range (Apple Tumble and Popcorn
Date Night) and mention in your comments.
Other
requirements:
Attach any receipts (from purchasing any additional items needed) to your
Campaign Summary sheet. Have each shift signed by the Department
Manager and post to your State office.
NO CREDIT NOTES ALLOWED
Uniform
Silver name badge
demoplus apron
demoplus cap
Own plain black shirt
Own plain black pants/ skirt
Own closed in black shoes
Hairnet (compulsory)
Hi Vis Vest (car park)
As you will be standing near freezer isle,
please remember to wear warm clothing
under your apron (can wear plain black
skivvy or jumper UNDER apron) -Not a
jacket over please
Instructions:
Go to verify shifts and complete the report for each shift you complete for this job.
Hold on to your hard copy report forms but do not send them into the office. We will advise you at a
future point if the hard copies are required or can be discarded.
You will fill in your Brand Ambassadors Campaign Summary form attached to this Briefing Document,
get the form signed by the Department Manager after every shift, and attach your receipts and send
these into your State office at the end of the campaign.
Disposables:
There are disposable dishes and spoons which are disposables for this campaign
Keep count of the number of disposables you use eg, 1 dish and 1 spoon= 1 disposable
Customer counts:
Comments:
Customer reaction to these products is very important to our Client. Remember you are giving general
feedback, both positive and negative (please quantify), from the majority of customers, not an isolated
comment from one or two.
Sales count:
There is NO need to count the focus products, for your online report, for this campaign.
In custom questions you will also be asked to provide information on how many tubs of each product you
used for sampling.
CUSTOM QUESTIONS
Out of Stocks:
As part of your reporting online you will be required to indicate (by ticking) for each variant:
Out of stock on Entry
Out of stock on Exit if during the shift, type in the time stock sold out
You are still required to call in if you don't have sufficient stock to start your demonstration. The objective of this report is to advise us online if there are specific variants
that aren't in stock and to highlight the sell outs.
Custom Questions
Q1: Overall how many consumers were aware of the Woolworths New range of Ice Creams prior to sampling?
1. Most
2. Some
3. None
Q2: What was consumer response to the taste?
1. Tastes great
2. Didnt like the taste - (please write in your comments what they didnt like about the taste of each variant)
Q3: On average, approx. how many flavours would each consumer ask to try?
1. 1
2. 2
CUSTOM QUESTIONS
Custom Questions:
Q6: Was there anything consumers did not like about the product?
1. Yes- Please outline what they did not like in your comments
2. No
Q7: Which other flavours would they like to see in this range?
Please specify flavours in your comments
Q8: What was the consumers response to the packaging?
1. Looks great
2. Nice and different
3. Didnt like
4. No comment
Q9: Overall did consumers perceive Woolworths NEW range of Ice cream to be good value for money?
1. Yes
2. No
Q10: Where there any competitor products on price promo?
1. Yes
2. No
Q11: Was the focus product on price promo?
1. Yes
2. No
Q12: What was the main reason consumers didn't purchase the product on your shift?
1. Price
2. Already had similar products at home and will buy next shop
3. Didnt like it enough
Q13: Have you taken a photo of yourself and your demo table during your shift?
1. Yes
2. No
CAMPAIGN SUMMARY
Campaign name:
Job number:
66221
Timing:
State:
Date:
Equipment to return:
Date
Expenses
Shift
Time
Department
Managers Signature
$
$
$
$
$
$
TOTAL =
STAPLE RECEIPTS TO THE BACK OF THIS FORM AND SEND IT TO YOUR STATE OFFICE
BY FRIDAY 02/10/2015
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