The middle of 2005 saw the successful launch of Pyotts Pro-Vita Bites. Originally launched in three variants, Oats & Brown Sugar, Multigrain and Cocoa and Oats, October 2005 saw Pyotts introducing a new variant of Apple & Cinnamon and undertaking an extensive promotional sampling campaign in December 2005.
"The promotional campaign, spearheaded by Samplex, was the perfect opportunity to create awareness and encourage trial of Pro-Vita Bites. It also introduced the new 'Bites of Goodness' Apple & Cinnamon flavour and linked the Pro-Vita Bites brand with events and opportunities that suited the brand, its positioning and it's relevant target market," comments Pyotts Brand Manager, Monique Burger.
The campaign period coincided with the December holidays and saw Pro-Vita targeting a select list of garages on high volume traffic routes, using the outbound lane at the beginning of the exodus and the homeward bound lane on return dates. Samples of Pro-Vita Bites were handed to local travellers when they stopped to re-fill their tanks. Street intersection sampling, along with branding, also took place at busy holiday intersections in Cape Town, Durban, Port Elizabeth and East London.
Another element of the successful campaign saw extensive beach sampling on beaches in Kwa-Zulu Natal and the Eastern and Western Cape, where promoters approached people on the beaches, offering a brief explanation and sample of the product.
Pro-Vita also secured sponsorship of the annual Summer Fever Road Show, which took place at the beaches of the West and East Coast. Visitors to the beaches were treated to the fun and excitement of exciting beach events. A stage, PA system and beach arena were erected on each of the beaches and holidaymakers were entertained with loads of beach sports events, giveaways, competitions and the very popular and well-supported Miss Summer Fever Competition.
Pro-Vita Bites also took sponsorship of the Clifton Beach Challenge. This event took place for five days in December on Clifton beach in Cape Town and incorporated events such as beach volleyball, the SA Life Saving Championships and beach touch rugby. In exchange for sponsorship, Pro-Vita Bites branded the beach during the festival, gained access to sampling rights and branded promoters and received stage and radio coverage.
Pro-Vita also negotiated sampling rights with Kwa-Zulu Natal tourism for various beaches including Port Edward, St Michael's on Sea, Uvongo, Ramsgate and Southbroom where they spent a full day at each beach and participated in sampling and relevant events. Further inland sampling also took place in the North West Province at Hartbeespoort, where Pro-Vita identified a captive audience at the Hartbeesport tunnel.
Telescopic banners, giant inflatable balloons and pop-up branding material was incorporated at all sampling locations. All promoters wore branded clothing incorporating the various Pro-Vita Bites colours to create further exposure and awareness of the brand.
"The objective of the sampling campaign was to create top of mind awareness of the Pro-Vita Bites range and introduce the Apple & Cinnamon flavour to encourage trial and purchase. The campaign proved to be a resounding success with over 300 000 samples being handed out to a captive audience, who are well suited to the overall Pro-Vita brand," concludes Burger.
