Case Study: McVitie’s achieves 10,000-sample FMCG street activation in London with iMP Experiential

McVitie’s distributes 10,000 samples in 8 hours with iMP Experiential

McVitie's, a major FMCG brand, sought to launch its new Club Layers biscuit with immediate brand awareness and direct product trial among a key urban demographic in London. They partnered with experiential marketing vendor iMP Experiential to execute a high-volume street sampling campaign designed to bypass traditional retail and place the product directly into consumers' hands.

iMP Experiential implemented a highly mobile and agile street sampling activation in London's Westminster area. Using a team of six brand ambassadors and a mobile sampling bin setup, they distributed 10,000 full-sized product samples over eight hours. The solution resulted in over 15,000 consumer touchpoints and a 100% stock clearance. iMP delivered this massive reach on an efficient total budget of £4,791.30, achieving a cost per sample of under £0.48.

McVitie’s