The Hillshire Snacking Vending Machine Has a Maitre D' and Butler
Hayley McGlone — October 25, 2016 — Marketing
References: hillshiresnacking & adweek
To promote the new line of Hillshire Snacking products, a gourmet vending machine was set up in Santa Monica. The gold painted, Hillshire Snacking vending machine came with a maître d', a butler and velvet ropes.
The maître d' quizzed curious passersby to see if they were sophisticated enough for a Hillshire Snacking sample, including asking if they had reservations. Those who weren't dressed well enough were offered a jacket, bow tie and top hat for men, while the ladies were offered lace gloves, a scarf and a hat. Inside the machine, the butler sipped tea, made grandiose gestures and looked haughtily at the enquirers. At the same time, he delivered the snack packs on a silver tray when the maître d' let visitors through the velvet ropes.
The publicity stunt, and ad, were aimed at Millennial consumers with an interest in food exploration and new flavor profiles.
The maître d' quizzed curious passersby to see if they were sophisticated enough for a Hillshire Snacking sample, including asking if they had reservations. Those who weren't dressed well enough were offered a jacket, bow tie and top hat for men, while the ladies were offered lace gloves, a scarf and a hat. Inside the machine, the butler sipped tea, made grandiose gestures and looked haughtily at the enquirers. At the same time, he delivered the snack packs on a silver tray when the maître d' let visitors through the velvet ropes.
The publicity stunt, and ad, were aimed at Millennial consumers with an interest in food exploration and new flavor profiles.
Trend Themes
1. Gourmet Vending Machines - Opportunity for businesses to create unique and interactive vending machines that offer curated snacking experiences.
2. Personalized Customer Interactions - Opportunity to engage customers through personalized interactions and create memorable experiences with sophisticated themes.
3. Marketing Stunts for Millennials - Opportunity to create attention-grabbing marketing stunts targeting millennial consumers interested in food exploration.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to innovate in the snacking industry by incorporating curated vending machines and personalized customer interactions.
2. Hospitality - Opportunity for hotels and restaurants to enhance customer experiences by incorporating curated themes and personalized interactions.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to create attention-grabbing stunts that resonate with millennial consumers and promote new products or services.
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