One Stop rolls out experiential marketing campaign with customised ice cream van

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One Stop claims it is pulling out all the stops with its new marketing campaign. The ‘Great Big Little Shop’ is an extension of the already successful ‘Pop to One Stop’ campaign, that launched earlier in the year – focusing on the development of the food for later and food for now missions across their estate.

“This is something very different and very exciting,” said Lizzie Reynolds, customer director. “It’s a unique mix of activity; unlike anything we’ve done before. We want customers to know that One Stop stocks a huge range of products and we’re keen to showcase the quality of our range while inspiring customers. The campaign has been designed to drive footfall and increase customer awareness of our great fresh offer.”

During the last few weeks of the summer holidays One Stop embarked on a tour of the East Midlands, with its own fully wrapped ice cream van. Adorned with bright fresh graphics, the ‘One Stop on wheels’ will be traveling to several stores in the Midlands area. The van will be manned by a chef from Samworth Brothers, who produces One Stop’s ready meals, giving away free samples of meals while discussing recipes with customers. There’s also fresh fruit & veg, Mr Whippy ice cream and a £2 off coupon to spend in store. Customers will be able to hear the van coming with its distinct jingle, not that of a traditional ice cream van but a series of new 50’s rock and roll styled jingles and radio ads.

The series of rocking, rolling radio ads will be played across Birmingham, Coventry and the Black Country on free radio from 29 August to 11 September and between 2 and 23 October. The ads will encourage customers to ‘Pop, pop, – pop to One Stop’ as well as giving details of their latest in store deals.

In conjunction with this One Stop will also be running ‘Deals for Hungry Commuters’, a £2 off when you spend £6 in store deal, with vouchers printed on bus tickets within the local area. Free ‘Samples to Shoppers’ will see thousands of homes near stores, receive a free Blue Dragon sauce and recipe guide for a meal that can be created using additional products from store.

Tying together all strands of the campaign will be an exciting focus on social media. Targeted Facebook ads will be promoting in store deals, as well as following the progress of the One Stop van and delivering new and inspiring content to its followers.