Field Day
Full service creative agency, specialising in shopper, experiential and promotional marketing
Full service creative agency, specialising in shopper, experiential and promotional marketing
We are passionate about retail and have extensive experience in grocery, convenience and the foodservice and leisure channels. We create award-winning, innovative, integrated ideas that truly connect brands with consumers and shoppers, borne out of a deep understanding of the barriers and triggers to purchase.
We help clients unite brand, shopper and retail media planning and underpin it with a progressive approach to understanding people and what makes them tick. We do that by taking an interest in behaviour and by seeking to unite data wherever we can find it, to establish an ever more realistic picture of our audience; what matters to them, how that influences them and ultimately what and how they buy.
The result is strategy grounded in insight and creative solutions that make moments along the path to purchase more meaningful. Essentially, we help people to buy more, more often, from the brands that we work with.
How do you drive sales of chocolate, rewarding loyalists and enticing new consumers, in the Summer months when consumption is traditionally low? Plus gain maximum exposure with a limited budget? Our solution was to broker and activate Reese’s first film partnership with Sony Pictures and their major Summer blockbuster, Men in Black: International. Leveraging hero film assets and media exposure in the run up to the film’s release, we delivered a full 360 campaign that included an on-pack promotion, experiential activity at Waterloo Station, VOD, OOH, social and in-store activation with a key retail partner. The campaign resonated with consumers and the trade. It achieved 1% redemption (against category norm of 0.2%), and successfully hit all Reese’s sales and media targets.
When is an orange so much more than an orange? When it becomes currency to redeem for a free pint, that’s when. Blue Moon is a premium US craft beer, but our challenge was to make it more relevant for UK consumers by encouraging trial and raising awareness. We created a sampling event which toured around key UK cities. Consumers were given samples of Blue Moon to try along with a wrapped orange which they could then use to redeem a free full pint in near-by outlets. Once handed over, the orange was used by bartenders to complete the Blue Moon perfect serve. We sampled almost 5,000 consumers across 6 activities and cemented Blue Moon's position as a Top 5 on-trade draught ale.
From a retail perspective, Maui Jim play in a field with multiple competitor brands, where space is usually a premium. We needed to ensure standout instore to capture retailer and consumers’ attention, so we developed a retail space that cut through the noise. Taking inspiration from the imagery of Maui Jim’s homeland, we developed a full retail space to be sited throughout independent eyewear retailers across Western Europe, showcasing Maui Jim’s top-selling products. We’re sure you’ll agree, that the view is better from here.
Pravha is ‘The perfect balance of bold flavour and light taste’. Our task? To support its off-trade relaunch with a focus in Tesco. We sought to propel Pravha into the market with a product-centric summer campaign that established its taste credentials and embodied its sentiments. Running an exclusive ‘Win’ based promotion in Tesco would appeal to shoppers and help us gain additional feature and display, however, we needed a prize idea that felt rich and premium. A food-pairing dining experience feltlike a natural fit but we wanted to make the dining experience ‘bold, as well as giving it a ‘light’ balance. We partnered withLondon In the Sky, creating a dining experience that lifted winners 100ft in the air, with 360° views of London. 91 million consumers were exposed to the campaign, with a 28.5% sales uplift during campaign and 20% post-campaign.
For the first time ever in the UK, Reese’s were launching a creme egg. Our challenge was to cut through the noise of the competition, drive awareness and trial. We weren’t going to outspend the competition so we had to outsmart them. Sampling squads took to the streets of London, and were accompanied by our Easter Chick character who protested outside our retail partner’s stores calling for shoppers to 'Lay off our eggs'. They didn’t. Two million eggs sold out within weeks.
In celebration of Pepsi’s sponsorship of the UEFA Champions League, we created an on-pack promotion that would resonate across the whole of the WESA region with a unifying creative look and feel. Using cutting-edge technology, we offered fans the chance to win (not-yet released) PlayStation® VR prize packages and gave them access to exclusive 360 degree football content – a series of videos of tricks and stunts done by professional footballers.