The strategy

We instituted a 15-month programme across London, Bristol, Brighton, Leeds, Manchester, Birmingham and 14 more cities. Both static and mobile teams were deployed to inundate customers and create mass awareness. The teams showed the app off to customers and explained how it worked, including the benefits of getting their groceries delivered, and why they should use the Gorillas app. To truly entice the public into giving Gorillas a try, free samples were given away and discounted introductory prices were offered.

Each team was composed of an Event Manager, who had 6 brand ambassadors and supporting logistics personnel to support their activities. We developed complex schedules that allowed the teams to hit every location at the most impactful time and conducted ongoing training sessions to make sure staff knowledge and techniques were always up to date. Ultimately, we created multiple teams that were self-contained, knew what they were doing and continually topped up with fresh information, techniques and support.