Enhancing the match day experience

We created a rooftop cooking theatre at England cricket matches to engage fans throughout day and increase follow-up in-store visits

Waitrose wanted to engage with its target audience to increase brand preference and subsequently sales.

England cricket was identified as an excellent fit for the brand with a fan base who were Waitrose’s target audience. Through creating an interactive cooking experience at matches, fans were engaged and food sampling linked to in-store promotions, fans were drive back in-store. Integrating the sponsorship with myWaitrose, offered another outlet for targeting consumers.

Across 53 days of cricket activation in 2015, an additional 64,000 fans were engaged than the year before and competitions received a magnificent 8,650 entries. This positive brand awareness has increased consideration to shop at Waitrose amongst a core target audience.