Italian indulgence through product sampling at Swiss train stations
Eight train stations, 200,000 commuters, a team in chef's uniforms: PROMOKANT brought Baiocchi from Mulino Bianco into the heart of Swiss commuter life. Full delivery, end to end.
Barilla set out to anchor Mulino Bianco in the Swiss market. The goal: reach 200,000 commuters across eight train stations with a brand experience that goes beyond a sample in hand.
How we made it happen.
Strategic location planning
Eight high-traffic train stations across Switzerland, with centralised coordination and simultaneous activation.
Team in chef's uniform
Nine promoters in white aprons and toques. Recognisable, authentic, inviting. Italian flair right in the middle of the commuter day.
Materials logistics and coordination
Transport, materials logistics and daily coordination across all eight locations in parallel. No site left without supplies.
Brand experience instead of distribution
Promoters handed out Baiocchi samples, explained their origin and created a moment of Italian flair. More than sampling: a shift in mood.
“There is sampling, and then there are moments when a brand brings an entire mood into a train station.”
200,000 contacts and a brand that has entered Swiss everyday life, less through advertising than through a real biscuit in the hand of a real person.
From the field.
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