St-Hubert X Pickle | Experiential marketing

CASE STUDY

ST-HUBERT

St-Hubert is a versatile food company that stands out in both the restaurant and retail sectors. Since 1965, when it launched its famous BBQ sauce in grocery stores, the brand has diversified its offerings to meet the varied needs of its consumers.

Today, St-Hubert offers much more than its iconic products: sauces, seasonings, soups, salads, desserts, and even a range of frozen chicken products. Its commitment to quality and innovation ensures it remains an essential reference, providing delicious products that enrich the culinary experience for families across Canada.

Experiential marketing - Chicken Strips

Experiential marketing - Piri Piri

st-hubert grocery booth experiential marketing

CHICKEN STRIPS

Mandate

To dispatch and manage a team of trained brand ambassadors in 55 stores to sample the new St-Hubert frozen chicken products while sharing key messaging across the Quebec province and increasing sales in targeted retail locations.

Solution

Thanks to a modern kiosk and ambassadors trained in sales techniques and product knowledge, we strengthened relationships with distributors. The ambassadors cooked chicken strips, served them to passing customers with a dipping sauce, and used innovative techniques and incentives to maximize the program’s impact. The main objective, which was to boost sales, increase brand awareness, and encourage repurchase, was fully achieved.

RESULTS

8.5K

Samples distributed over 6 weeks

25K

Meaningful consumer interactions

3.2K

Sales in total for an average of 58 per activation

37%

Conversion rate meaning over 1/3 samples was a sale

PIRI-PIRI SAUCE

Mandate

To dispatch and manage a team of trained brand ambassadors in 32 stores to sample the new St-Hubert Piri Piri sauce while sharing key messaging across the Quebec province and increasing sales in targeted retail locations.

To create a formula that respected social distancing guidelines during Covid-19 times of crisis while representing the brand flawlessly.

Solution

The main objective is to boost sales, enhance brand recognition, and encourage repurchase. With a modern kiosk, ambassadors trained in sales techniques and product knowledge, while maintaining social distancing, we ensure key messages are retained and strengthen ties with distributors. The success of the program also relies on motivated ambassadors, driven by innovative techniques, positive reinforcement, and incentives.