When homegrown heroes and iconic South Australian brand Bickford’s launched their new ready-to-drink ice coffee range, they instantly knew Rundle Mall was the right place to pop up.
Since 1919, the family-owned business had been producing award-winning coffee syrup and they decided to celebrate this milestone with the launch of ready-made ice coffee in three varieties, perfect for those on the go.
For one day only, Bickford’s took over the space underneath the Gawler Place Canopy and handed out their new range to passers-by. Everyone loves a freebie, so this was an instant hit with shoppers.
Consumers also had the opportunity to participate in a small activity for the chance to win Bickford’s branded merchandise.
Bickford’s also teamed up with Romeo’s Foodland, a Rundle Mall retailer, to hand out vouchers offering a discount when buying any of the three flavours within a particular timeframe.
When we were thinking about where we could hold the launch of our new product, we knew Rundle Mall was the right place offering the right demographic and opportunity to target active shoppers, families, young people and those familiar with our brand. The application process was straightforward, though required a large amount of detail. However, given it is a high traffic public space, the detail helped for a smooth activation on the day. We had such a diverse audience on the day which worked so well for our brand, and everyone loves a freebie so the day was a total success. We’ll definitely be back!
