Ella Hands Free Umbrella

Human face of brands receives an e-makeover

Ross Webster (RW): Our most recent effort was a ’brolly drop’ in and around London. We distributed branded umbrellas to on-the-go consumers to remind people that The Weather Channel’s digital products are at hand online, or on our mobile site and apps.

Dermot Ryan (DR): We’ve used field marketing extensively at busy commuter stations throughout the UK for two main reasons to raise awareness and achieve sales. We extended an initial one-month campaign because the feedback was so positive.

Sarah Hurle (SH): In March we did in-store sampling at The Co-operative to communicate that Ben & Jerry’s ice cream is going to be 100% Fairtrade soon. This was a significant piece of activity as Fairtrade credentials are very important to the The Co-operative customer.

We are about to launch a hot sampling campaign in The Co-operative stores for Flora Cuisine a healthier alternative to traditional cooking oils. Demonstrations will show how versatile the product is and aim to inspire people with recipe ideas.

Aimee Reason (AR): Our current Mentos Gum on the Run experiential campaign features a 3ftlong pack of Mentos visiting key landmarks and tourist attractions in each of the nine cities we’re going to. People can also track the pack’s progress on Twitter, where they are given clues to its location, and win prizes if they guess correctly. We also have a Facebook page.

This type of marketing is an important part of Perfetti Van Melle’s strategy across the majority of its brands. Mentos’ current activity forms part of an integrated marketing plan, which also includes TV, outdoor and retailer-specific support in the brand’s largest marketing spend to date. We are using field marketing to drive awareness and trial the new Mentos gum range, showing its quirky personality.

Samantha Crossley (SC): In the past year, we launched the Ella’s Explorers Feed Our Senses campaign in 12,000 nurseries. We want to help babies develop healthy eating habits and help reverse the health and obesity crisis in children.

Nurseries that signed up to the campaign were given resource packs containing activities linked to the Early Years Foundation Stage curriculum, designed to stimulate all of a baby’s senses through food play.

We have had stands at the Baby Show at Excel, Earls Court and the NEC in Birmingham for the past two years. Little ones can play in our squishy vegetable patch while we give parents a free sample of baby food when they sign up to become a friend of Ella’s Kitchen.

Umbrella, ella, ella! - DivineCaroline

The sun is shining and the sky is blue, and of course, now that I don't need them, I'm tripping over cool and clever umbrellas everywhere I look. Take this Fanbrella—a brolly with a built-in motorized fan that rotates at up to 650 rpm to produce a refreshing downdraft in muggy downpours. Actually, I can use this umbrella now, as it protects against sun, too, with a spacious UV-reflecting canopy that blocks 98.6 percent of harmful UV rays, for a UPF of 50+. The fan's blades collapse along the umbrella's shaft, so it's no larger than a standard umbrella when closed. Requires six AA batteries to provide five-and-a-half hours of continuous operation. My hands come in … well, handy for eating, taking pictures, holding my phone, and gesticulating, so I hate to have them tied up with handbags and umbrellas and such. Enter the Brella Bag: it's an umbrella holder and also a bag, so you can stay dry, hold your essentials, and move your hands freely at the same time. Great gift for the person who likes to take long walks—and phone talks—in the rain, for seniors, and for anyone using a scooter or wheelchair for mobility. I've been stuck in a bit of a gift rut when it comes to new parents lately, as illustrated this past weekend when I gave two couples the same gift (a Sleep Sheep) to mark the sleep-interrupting arrival of their little ones. I'd hate to become known as a one-gift pony, so I'm thinking to incorporate this Hands-Free Stroller Umbrella into my rotation; it's a nifty attachment that connects to a stroller handle to provide unobstructed shelter from the elements. Maybe it won't help them sleep better, but at least their hair will look good.

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