RPM Help BelVita Encourage their Consumers to ‘Try a Softer Start to the Day’

Creative marketing agency, RPM and the UK’s number one breakfast biscuit, belVita, are launching NPD ‘Soft Bakes’ through a series of multi-sensory experiential events and retailer take-overs (point of sale creative & sampling) from 10th September.

As the autumn mornings draw in, belVita are launching ‘Soft Bakes’ to ease consumers into their mornings with Red Berries, Golden Grain and Choc Chips to choose from at the ‘Soft Bakes Bakery’, devised and created by RPM. Commuters and shoppers will have their senses stimulated with the smell of fresh baked goods, their tastebuds awoken with the taste of Soft Bakes and their touch tested with the padded bakery walls and soft furnishings. Samples can be tried at locations across the country from London Kings Cross to Leeds Briggate.

Sandra Ferreira, Senior Brand Manager at belVita added “Our research has shown that 59% of consumers prefer soft products for breakfast so we know they are ready for our Soft Bakes and we’re looking forward to seeing people’s reactions to product. The Bakery is a fabulous way of engaging with consumers and allowing them to taste the range rather than just read about it. We hope everyone enjoys the activity.”

The in-store campaign, which supports the experiential work is already live across several retailers nationwide. Under the strapline ‘Try a softer start to the day” shoppers are encouraged to try the delicious breakfast biscuit in one of the three flavours. The in-store creative will also be utilised for Out Of Home advertising across the UK.

Dom Robertson, Managing Director at RPM said: “We’re excited to be working with belVita for the first time on the launch of their biggest innovation since 2010. The OOH, retail and sensory experiential events will break down one of the key barriers to breakfast biscuits, texture; shaking up the category, getting the product in the hands of consumers and ultimately drive sales.”

The campaign is running across the following locations:

• Thursday 10th September: Asda – Trafford Park Supercentre – 10am to 6pm
• Friday 11th September: Asda – Huyton Supercentre – 10am to 6pm
• Saturday 12th September: Asda – Wigan Supercentre – 10am to 6pm
• Sunday 13th September: Asda – Minworth Supercentre – 11am to 5pm
• Wednesday 16th September: London, Victoria Station – 7am to 7pm
• Thursday 17th September: London, Kings Cross station – 7am to 7pm
• Saturday 19th September: Leeds Briggate – 9am to 7pm
• Thursday 24th September: Tesco – Portsmouth Extra – 10am to 6pm
• Friday 25th September: Tesco – Bursledon Extra – 10am to 6pm
• Saturday 26Th September: Tesco – New Malden Extra – 10am to 6pm
• Sunday 27th September: Tesco – Gillingham Extra – 11am to 5pm
• Thursday 1st October: Tesco – Pitsea Extra – 10am to 6pm
• Friday 2nd October: Tesco – Romford Extra – 10am to 6pm
• Saturday 3rd October: Tesco – Watford Extra – 10am to 6pm
• Sunday 4th October: Tesco – Northampton Extra – 11am to 5pm
• Thursday 8th October: Morrisons – Hull – 10am to 6pm
• Friday 9th October: Morrisons –Spalding – 10am to 6pm
• Saturday 10th October: Morrisons – Peterborough – 10am to 6pm
• Sunday 11th October: Morrisons – Norwich – 11am to 5pm
• Wednesday 14th October: London, Canary Wharf Station – 7am to 7pm
• Thursday 15th October: London, Marylebone Station – 7am to 7pm
• Saturday 17th October: Central Street, Birmingham – 9am to 7pm
• Thursday 22nd October: London, Paddington Station – 7am to 7pm
• Saturday 24th October: London, Southbank – Observation Point – 9am to 9pm

  belVita, Biscuits, Breakfast, Campaign, Confectionery, Food, Marketing, OOH, RPM, Soft Bakes, UK