Haribo x Wall’s x ASDA Ice Cream Van Activation.
ASDA car park sampling tour bringing Wall’s x Haribo Push Up ice creams directly to shoppers.
ASDA car park sampling
Each ASDA store car park was transformed into a Haribo experience zone, featuring:
- A bright yellow Haribo-branded ice cream van wrapped in Wall’s branding (our lovely Vanessa)
- A striking 3-part archway entrance and large floor graphics.
- Café posts, ropes, and Haribo gummy bear props for a fun, themed look.
- Staff in Haribo T-shirts handing out samples with branded napkins and tubs.
Shoppers received half-portions of the Haribo Push Up Ice Cream, topped with gummy sweets. They were encouraged to scan a QR code survey, share feedback, and then head inside ASDA to purchase full packs.
Campaign objectives
Working directly with CPM, The Haribo x Wall’s x ASDA car park sampling tour was created with clear goals to drive both brand awareness and shopper engagement. Each objective was carefully designed to link the fun of outdoor experiential activity with measurable in-store impact.
- Drive awareness of Haribo Push Up ice creams:
The tour introduced shoppers to the newly launched Haribo Push Up Ice Cream, making the product visible and memorable in busy ASDA car parks. Branded vehicles, bold graphics, and colourful props amplified awareness beyond just the sample itself. - Deliver large-scale sampling:
Each store activation was set a target of around 300 samples per day, ensuring thousands of direct customer touchpoints over the course of the tour. By cutting the product into half-portions, the team was able to stretch stock further while maximising trial. - Encourage immediate purchase:
Staff were briefed to guide shoppers directly to the frozen aisle inside ASDA, where the product was merchandised. This closed the loop between trial and purchase, supporting retail partners while boosting sales. - Gather live shopper feedback:
A dedicated QR code linked to a customer attitude survey, with a target of 30 responses per day. This gave Haribo and Wall’s valuable insights into shopper perceptions, preferences, and purchase intent in real time. - Amplify brand visibility:
Beyond sampling, the bright Haribo branding, large archway, and playful props ensured the tour stood out as a high-impact experiential moment. The ASDA mobile sampling tour format brought colour and energy to retail environments while reinforcing Haribo’s fun, family-focused positioning.
Why it worked
- High visibility: Bright, family-friendly branding stood out in busy ASDA car parks.
- Engagement loop: From sample → survey → in-store purchase.
- Efficient delivery: Clear roles, robust kit list, and daily WhatsApp reporting.
- Playful experience: Blended Haribo sweets with Wall’s ice cream to surprise and delight shoppers.
This Asda mobile sampling tour successfully combined retail theatre with practical sales-driving activity.
Results
The Haribo x Wall’s x ASDA car park sampling tour successfully delivered against its core objectives, creating both immediate shopper impact and longer-term brand value.
- Raised awareness of Haribo Push Up ice creams:
The bright, playful activation captured attention in busy ASDA car parks. Thousands of shoppers were introduced to the new product through direct engagement and colourful event branding. - High-volume sampling achieved:
The campaign distributed around 300+ samples per store per day, reaching several thousand families across the nine-day tour. Cutting the product into half-portions maximised stock while maintaining quality of experience. - Drove in-store purchase:
Staff consistently guided shoppers into ASDA’s frozen aisle, reinforcing purchase intent. Early reports indicated increased footfall in the frozen category during activation days. - Collected valuable shopper insights:
QR-enabled surveys provided immediate feedback, with response numbers meeting daily targets. Insights included taste perceptions, willingness to purchase, and family appeal. - Delivered strong brand visibility:
The mobile sampling tour created standout presence in each location. Bold visuals, fun props, and friendly staff strengthened Haribo’s positioning as a playful, family-focused brand while driving trial at scale.
Contact us
iMP is a leading brand activation agency. If you have a project in mind, get in touch.
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An ASDA car park sampling tour is an experiential marketing campaign that sets up branded activations in ASDA store car parks. It allows brands to hand out samples, engage families on their shopping journey and drive in-store sales by linking the outdoor experience directly to retail purchase.
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Mobile sampling in car parks captures shoppers before they enter the store, creating higher visibility and stronger engagement. It also gives more flexibility with branded vehicles and props, making the experience more memorable compared to in-aisle sampling. Plus the physical engagement and sample rates are much higher.
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iMP delivered the Haribo x Wall’s sampling tour by combining creative design, experienced staff, and smooth logistics. The result was a series of high-impact ASDA car park activations that engaged thousands of shoppers and drove in-store sales.
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CLIENT TESTIMONIALS
David and team at iMP are the real deal - kind, personable, dependable, professional, and offer a craftsmanship that rivals any agency I've encountered in my career. We will absolutely be using iMP again for any future UK activations (if they will have us) and highly recommend for any companies seeking an incredible experience - ESPECIALLY if you're a US-based team like us, and need an expert on location.
Brand Director
Life360
Had a wonderful experience working with David and the whole iMP team for an event this summer! David went above and beyond to help wherever possible and the branded ice cream van turned out beautifully. Hope to work with iMP again soon!
Brand Manager
ETTG
We worked with iMP for our event stand and staffing of the Ideal Home Show. David and the team were fantastic, our stand was incredible and we had so many compliments on it. The staff were great, they are really high energy and engaged our consumers at the stand. I would highly recommend if you are looking to run any sampling or experiential events for your brand.
Brand Manager
Snuggledown
Hiring iMP for an event I was leading on for a new client was a great decision. They turned around a high quality sampling event and promo vehicle with a very short turnaround time, and their staff on the day were incredibly enthusiastic and professional. They made the process easy and the client very happy, we'll definitely be working with them again.
Brand Director
Lee Kum Kee
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