WildFarmed 2025 Waitrose Food & Wine Festival

Objective At the Waitrose 2025 Food & Wine Festival, the goal was to convert a brief event interaction into a long term retail habit. We aimed to help Wildfarmed connect with shoppers who care about regenerative farming by using their physical festival receipts as a way to access a digital reward on our platform. Holograph's Role Configure the receipt QR codes to launch the campaign experience. Develop a streamlined registration form to capture consumer data at the event. Build the product scanning feature to recognise participating Wildfarmed bread. Configure the backend to automatically issue £2.25 Waitrose coupons ipon verification. Develop a real time reporting dashboard to monitor conversion and opt in rates during the festival. Testing the end to end flow to ensure a fast, low friction experience for shoppers at the festival. Design and set up automated fulfilment emails to deliver the digital coupons instantly. Configure the frontend to display coupon details immediately after the scan for a better user experience.

Partner's Involved Wildfarmed: Supplying digital assets, brand guidelines and managing the physical brand activation at the Waitrose Food & Wine Festival Holograph: Designing the end to end digital journey, developing the verification logic and managing the live data reporting Key Metrics The results from the festival proved that shoppers are more than happy to get involved if the process is simple and the reward is clear. The campaign saw a 91% conversion rate, meaning almost everyone who scanned their receipt stayed for the full process to claim their coupon. This wasn't just a one off interaction as 41% of users have opted in to stay in touch with Wildfarmed, turning a quick conversation at a festival stand into a long term connection with the brand. Learnings Capitalising on Moment of Purchase: Using the receipt as the entry point allowed us to engage shoppers while their interest in the brand was at its peak. We learned that a physical proof of purchase is a powerful trigger for a digital experience because it turns a routine transaction into an immediate opportunity for a reward. The Insight: Digital engagement is most effective when it is tied to a real world action the user has already completed. Purposeful product Interaction: The 91% conversion rate proves that the initial receipt scan successfully moved shoppers into the journey. Requiring a physical product scan as a follow up step didn't act as a barrier. Instead, it turned a digital form into a hands on interaction. Users are happy to complete an extra step when it feels like a natural part of the brand experience and leads to a clear, tangible reward. The Insight: Even after a user has registered, a physical product interaction can be used to reinforce the brand connection without hurting conversion. Building Trust through Instant Results: Providing the coupon and clear next steps directly on the final screen was a major driver for the 41% marketing opt in rate. By delivering the pay off immediately, rather than making them wait for a follow up email, we proved the value of the registration instantly. The Insight: Users are more likely to stay connected to a brand when the 'value exchange' is transparent and the reward is delivered without delay.