Background & challenges
In June 2024, Idhéa, an innovative French brand specializing in creative sauces for salads and aperitifs, wanted to boost its profile and win over new consumers.
The challenge: deploy an immersive field campaign in strategic shopping malls (Paris region and Northern France) to showcase its product ranges and create a direct link with shoppers.
The objectives were clear:
- Discover Idhéa sauces through experience and tasting.
- Reinforce brand visibility at the point of sale.
- Stimulate impulse purchases in-store.
- Create a convivial and memorable moment with consumers.
An ambitious project, requiring original animation, fluid logistics and a device capable of capturing attention in high-traffic environments.
Device in place
To meet this challenge, RMA designed and orchestrated a turnkey operation, from scenography to field animation.
An attractive, immersive scenography
Stand in Idhéa's bright colors, customized scooter to showcase products, and a festive atmosphere created to catch the eye of passers-by.
Engaging events
A wheel of fortune to stimulate interaction and distribute gifts, and a balloon tree to attract families and encourage visitors to stop spontaneously.
A dedicated field team
A microphone animator to create the event and energetically engage passers-by, accompanied by two expert animators to taste the flagship products: 5 salad sauces and 4 dipper sauces, in an educational and convivial spirit.
Controlled logistics
An RMA stage manager was responsible for transporting, setting up and dismantling the stand at each site, ensuring smooth, seamless operation over the three consecutive Saturdays of activation.
Every detail has been thought through to transform a simple trip to the mall into a genuine brand experience.
Results & impact
Over three Saturdays, the shopping malls became theaters of discovery for Idhéa. The activities included :
- Generate a high level of participation in the game and tastings, with a varied and enthusiastic audience.
- Create spontaneous engagement: many visitors came back to share their experience or proudly display the products they had bought on the shelves.
- Strengthen Idhéa's long-term reputation with a local, family-oriented target audience.
- Boost in-store sales in a direct and measurable way.
Feedback from the field was unanimous: consumers appreciated the conviviality of the event, the quality of the discussions and the generosity of the tastings.
This campaign is a perfect illustration of RMA's strength: transforming an ambitious brief into an accomplished field operation, mastering every logistical stage and creating experiences that leave a lasting impression on consumers.
With this operation, Idhéa strengthened its reputation, boosted sales and confirmed its positioning as an innovative, convivial brand at the heart of shared moments.
