EC Group provides event support for Heineken UK’s Jacques Cider during major summer sampling campaign

Outsourced marketing support specialist EC Group provided a range of event support services for Heineken UK’s Jacques Cider with Fruit during the brand’s biggest-ever programme of summer sampling events.

The marketing programme – created by Exposure – was designed to emphasise Jacques Cider with Fruit’s ‘female appeal’. It encompassed digital and brand events and gave young women the opportunity to experience a stylish, girlie summer courtesy of Jacques.

The nationwide activity saw Benefit Cosmetics shoppers sampling Jacques at 12 stores, while Toni & Guy hair stylists offered female clients a complimentary bottle of the premium cider.

The EC Group team toured the country with Jacques, providing specialist support for sampling events at various shopping centres, including the supply of refrigerated vehicles containing ice and chilled sampling product, setting up the events , staying on-site, and then breaking down the equipment (including bespoke bars) before moving on to the next venue.

The activity culminated in July and August in the exclusive and elegant setting of The Jacques Townhouse at 33 Fitzroy Square in London. The Jacques styled house hosted Jacques drinkers who were seeking a stylish, ‘girlie haven’ for the evening.

The soirées – hosted at the Grade 1-listed Georgian townhouse by singer Sophie Ellis Bextor – were based on a quintessential English tea party, but with an added Jacques twist.

Gemma Myers, Senior Account Executive at EC Group, said: “I went along to one of the Jacques Townhouse soirées to check the build and set-up of the event. It was like stepping into a world of make-believe where every grown up woman could, for a snapshot in time, pretend to be like Alice in Wonderland – all things quirky and girly combined with all things naughty and nice; the quintessential Mad Hatter’s tea-party.

“What better way to spend a summer‘s Sunday evening – eating pretty pink cupcakes, playing dress up, being pampered by the Benefit Babes and having one‘s fortune told, all whilst sipping on a glass on Jacques cider. It was the sort of experience whereby you couldn’t help but smile from the moment the Bellboy called you in and directed you to the concierge to the sad moment the soirée came to an end.”

EC Group is one of the UK’s leading providers of outsourced marketing fulfilment, brand event support, and logistics services.

Its bespoke, cost-saving services range from handling simple one-off distributions, mailing campaigns and point-of-sale merchandising … through to total project management of design, print, storage, fulfilment and distribution contracts.

The company has over three million cubic feet of secure storage space at its warehouse complexes in Hayes, Middlesex and Grays, Essex. It also has state-of-the-art multi-channel customer contact centres in Hayes and Grays, and a full-service design facility in central London.

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