Client: Protein Plus
Brand/Company: Raydar
Industry: Beverage
Campaign/Event Name: Protein Plus
Location: Auckland
Dates: 13 shifts between 3–25 March
Protein Plus aimed to drive trial and awareness of their pouch and shake products, encouraging Kiwis to add Protein Plus pouches as a convenient snacking option to their routines.
The goal was to influence purchase intent, foster brand loyalty and ensure consumers felt confident incorporating the products into their daily lives.
Success was measured by product trials and the ability of brand ambassadors to effectively communicate the benefits of Protein Plus, with a target KPI of 2,000 samples per location.
Early morning shift starts — often beginning at 6am — made the campaign logistically challenging. The activation required a highly capable team who could handle complicated set-ups, engage large groups and interact with all types of the public.
Consistency was key; the client requested that the majority of the same brand ambassadors work across all 13 activations. Staff needed to be proactive, articulate product benefits clearly and manage last-minute changes and public rejection while maintaining energy and professionalism.
We provided a dedicated team of five brand ambassadors and one team lead per shift. Each ambassador was thoroughly briefed on the product, including all key elements and trained to manage logistics and set-up efficiently.
Our brand ambassadors helped coordinate set-ups and ensured smooth operations across each activation. Staff were selected for their ability to confidently approach the public, educate on multiple products and adapt quickly to changing environments.
Special skills required included:
On activation days, the team often started early at 6:00am, with the team lead coordinating logistics and assisting ambassadors in setting up the activation space. Ambassadors engaged customers in 1-to-1 conversations, educating them about the Protein Plus range, sampling products and encouraging trial.
Despite busy periods, the team successfully managed crowd flow, ensuring every interaction was positive and aligned with the brand's messaging.
Standout moments:
The campaign successfully built brand awareness and consumer trial, demonstrating that a consistent, well-trained team can overcome logistical and public engagement challenges to achieve outstanding results.
