Sizzling Success: Bull's-Eye at Big Feastival 2023
In the summer of 2023, Quantum undertook a sizzling challenge: to create a memorable experiential activation for Bull's-Eye at Big Feastival that captivated potential BBQ enthusiasts and solidified Bull's-Eye as the go-to sauce for cooking and catering. The goal was clear – build passionate and authentic relationships with our target audience. Here's a look at how we turned this challenge into a resounding success.
Competitions
One of our standout engagements was the "Guess the Literage" competition. Within the queues for Bull's-Eye sauce samples, this game not only engaged festival-goers but also sparked conversations about the sauce. The hot dog eating competition emerged as a key event, drawing massive crowds who returned each day to either participate or watch. The immediate availability of sauce samples post-competition ensured that the momentum seamlessly transitioned into brand interaction.
Cooking Demonstrations
Chef Philippe took centre stage with two cooking demos daily, turning the Bull's-Eye BBQ truck into a culinary hotspot. Festival attendees gathered around as Philippe guided them through recipes, providing a tactile and flavorful experience. Recipe cards were distributed, allowing people to replicate the dishes at home. A notable highlight was when a self-proclaimed mushroom sceptic declared their love for our mushroom tacos infused with Bull's-Eye sauce!
Food Sampling
From the crack of dawn on the opening day, hungry festival-goers eagerly queued up to sample Bull's-Eye sauces. Our approach ranged from ambient crisp sampling, allowing for exploration of various flavours, to hot samples that brought Bull's-Eye to life. This diversified strategy ensured that there was something to entice every palate.
Goody Bags
The allure of 100 Bull's-Eye-branded goody bags added an extra layer of excitement. Serving as both an incentive to visit our stand and a walking advertisement as attendees strolled through the festival, these bags became a tangible representation of the Bull's-Eye experience.
What We're Proud Of
Physical Presence
In a sea of food vendor vans, Bull's-Eye stood out with a strong physical presence, attracting attention from afar.
Engaging Stand
Our stand was more than a brand station; it was an inviting space that encouraged conversational interactions, fostering a sense of community around the Bull's-Eye brand.
Personality Through Demonstrations
Frequent cooking demonstrations, led by Chef Philippe, added a personal touch to the brand, creating a memorable and relatable experience for festival-goers.
Strategic Sampling
The combination of ambient and hot sampling ensured a continuous flow of engaged participants, minimising wait times and maximising interest.
Results
Guess the Literage Competition: 350+ entries
Samples Tasted: Over 2,700, with countless sampling and cooking demo interactions
Hot Dog Eating Competition: A full house of entrants each day, alongside 100s of enthusiastic spectators
Goody Bags Distributed: 100
Picnic Caddies Featuring Bull's-Eye: 40
Food Vendors Stocking Bull's-Eye: Approximately 10
The Bull's-Eye Summer Activation of 2023 wasn't just an event; it was a flavorful journey that left an indelible mark on festival-goers' taste buds and memories. Through competitions, immersive cooking demonstrations, tantalising food sampling, and well-received goody bags, we achieved the objectives of creating prime placement opportunities for Bull's-Eye, fostering lasting connections with potential fans and brands alike.
This activation wasn't just about BBQ sauce; it was about creating an experience that resonated with the audience and positioned Bull's-Eye as an essential condiment for their kitchens. If you’re looking to create the same impact for your brand, let’s talk!
