Page 34 - Food & Drink Magazine April 2019

SNACKS & CONVENIENCE FOOD
✷ CASE STUDY
A NUTTY EXAMPLE
Queensland-grown peanut product brand Picky Picky Peanuts recently embarked on a brand sampling activation using the Brandcrush platform.
The company wanted to target a new generation of peanut consumers aged between 18 and 29 years, and offered its products as a gift with purchase to willing activation spaces in the busy period in the lead up to Christmas last year.
The products come in a shelf ready carton for counter-top display, and in a range of flavours such as Sweet Chilli & Lime, Vanilla Latte and Vegemite.
After putting the call out on Brandcrush, it ended up with 16 activation spaces, offering a total reach of 22,600, at 60c per reach, excluding GST.
According to the owner of Bottle House Balaclava & South Yarra, Fabrice Delaitre, the collaboration was powerful, with the Picky Peanut brand and flavours bringing customers back into the store.
“It’s created a fantastic talking point and we are keen to explore a stockist relationship as well,” Delaitre said.
Other activation spaces included The Gap, Lush on Bondi and Mens Biz Sydney, and Jimmy Rods barbershop where “customers were more than happy to enjoy some peanuts while waiting for their haircut with a beer in hand”.
LEFT, TOP RIGHT AND BOTTOM RIGHT: Picky Picky Peanuts used the Brandcrush platform to distribute more than 22,000 product samples at numerous locations.
Brand activation startup
Product sampling has a new online marketplace that matches brands with activation spaces.
Traditional hit-and-miss mass sampling campaigns and sponsorship-based events are often high cost, low return, and as a result see consumers bombarded with brands and products that aren’t relevant to them,
Aprile says.
Brandcrush, in contrast, has been designed to simplify and boost the activation options for brands, and to better match the brand with the host in the form of non-traditional yet highly targeted live spaces, she says.
“Brandcrush helps brands cut through the clutter and get the attention of consumers by
A MELBOURNE startup has created a new product sampling and brand experience marketplace that promises to take activations well beyond supermarkets and train stations.
Brandcrush, the brain child of Teresa Aprile and Matthew Hurle, has already matched big brands like Ferrero, Bondi Sands, Califia almond milk, Bega Cheese, The Chia Co and Tom Organic with activation hosts such as Luna Park, Bondi’s Bucket List and XTend Barre.
Aprile is a marketing and brand development specialist, and Hurle is a marketplace growth specialist and founding sales director at influencer marketplace, TRIBE.
The Brandcrush platform went live in Australia in September last year, and it already has more than 600 activation spaces on the site, and is growing rapidly, according to its founders, who say they have plans to take the model overseas next year.
34 | Food&Drink business | April 2019 | www.foodanddrinkbusiness.com.au