As an official sponsor of the WRU and family stand at the (then) Millennium Stadium, eventeem regularly supports Welsh brand Peter’s Pies with sponsorship activation at rugby events in Cardiff. This time we were tasked with taking the famous ‘Piemobile’ to the biggest rugby tournament of the quarter, to engage with Peter’s fans and deliver hot samples to consumers attending the match.
We recruited a team of engaging brand ambassadors, accompanied by an experienced event manager, all of whom were familiar with the Peter’s brand. The brand ambassadors were selected based on their relevance to the target audience, their ability to handle an excitable crowd, and completion of a Level 2 Food Hygiene certificate. In addition to the sampling we created a full risk assessment and method statement covering, amongst other things, the transportation and handling of chilled stock and the preparation of hot samples from the catering van.