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Home / Our Work / Rubicon X The Sampling Project: Big Flavour Behaviour – Experiential

Rubicon X The Sampling Project: Big Flavour Behaviour – Experiential

Big flavour needs a big entrance.

Across four summer weekends, Rubicon’s Big Flavour Behaviour campaign travelled to Manchester, Liverpool, Westfield Stratford and Edinburgh, putting new flavours into people’s hands and handing out over 120,000 bottles along the way.

The Sampling Project needed a mobile music setup that could keep pace with the tour. Something that brought the energy without adding a complicated production to every stop.

They settled on the Hussel Hummer.

A mobile, self-powered DJ truck with a fairly straightforward job.

Roll in. Turn it up. Get the party started.

The Brief

Support The Sampling Project’s UK tour for Rubicon with a mobile DJ truck and the equipment, setup and technical support needed to keep the music going across four weekends.

The campaign was moving between different cities and sites over the course of a summer month. That meant changing layouts, weather conditions and access arrangements, with the music setup needing to work alongside the wider sampling operation at each location.

The Sampling Project needed something practical to move and straightforward to operate, with enough presence to match Rubicon’s Big Flavour Behaviour campaign.

Our Hummer brought the sound, the equipment and a ready-made focal point for the party.

 

The Creative Idea

Big Flavour Behaviour needed a soundtrack to match.

The Sampling Project was taking Rubicon’s new flavours across the UK, and our Hussel Hummer provided a mobile DJ platform that could keep pace with the campaign.

A Hummer with a DJ booth tends to announce itself.

Add the music, staging area and promotional team, and you have a focal point that turns a product giveaway into a party people can’t miss.

The self-powered setup made it practical for a tour covering four different locations. We could roll in, get into position and bring the music without building a separate DJ installation from scratch every weekend.

Hussel supplied the truck and equipment, set up the staging area and worked alongside The Sampling Project’s promotional team to make everything fit the wider activation.

We stayed on hand for technical issues, adapted to the weather and site logistics, and kept the music pumping across all four weekends.

Each stop brought a different space and a fresh set of practical challenges. Our job was to keep the setup dependable and the energy consistent, giving the sampling team the atmosphere they needed as they put Rubicon into people’s hands.

The Sampling Project led the campaign.

We brought the wheels, the sound and the hands-on support to keep the party moving.

The Results

The wider Big Flavour Behaviour campaign distributed over 120,000 bottles of Rubicon, introducing new flavours directly to consumers across Manchester, Liverpool, Westfield Stratford and Edinburgh.

Across the four-weekend tour, Hussel delivered:

– A mobile, self-powered DJ truck and supporting equipment

– Staging setup at each tour stop

– On-site technical support and coordination with the promotional team

– Adaptation to changing weather and site logistics

– Music throughout the activation weekends

For The Sampling Project, the Hummer provided the mobility and simpler setup they needed to support a busy touring campaign.

For the people encountering Rubicon, it helped make the party unmissable.

The Conclusion

A touring activation needs equipment that can travel, a team that can adapt and a setup that earns its place on site.

The Sampling Project had a large-scale sampling campaign to deliver. We brought the Hummer, the music and the hands-on support to help it happen.

Over four summer weekends, our truck helped bring the same party energy to four very different locations, supporting the team as they put Rubicon’s new flavours into people’s hands.

Big Flavour Behaviour.

With the volume to match.

"For our EatClub Manchester launch, we trialled something a bit different and went all in on an immersive, high-energy, food-led approach, partnering with the incredible Lewis Ellis and his team at Hussel Marketing. Safe to say, he truly lives up to the word hustle 🔥 the energy and passion he brings is contagious. The activation achieved high visibility, irl engagement, a lot of fun and value exchange"
Talina Cruz

Head of Brand & Comms - EatClub

“Working with Hussel was a great experience. Lewis was incredibly helpful throughout the partnership and always brought fresh, creative ideas to the table. Even when we ran into challenges or unexpected issues, Lewis was proactive in finding a way forward and making things work. A very positive experience overall, and we’d be happy to work together again!”
Kateryna Chernyshova

Kateryna Chernyshova – Brand Manager, Headway/Nibble

"Lewis’ ability to create out of the box and engaging campaign ideas is a real superpower, especially in a world where simply throwing money at a paid ad is often mistaken for great marketing. Our recent Free Burger Booth activation allowed us to engage with new and existing guests, capture data, create incredible content and give people a new reason to talk about our brand. Having Hussel to call on to add a new dimension to a campaign is a tremendous gift! I trust that my brand is not only safe in the hands of Lewis and Hussel, but that whatever crazy idea they pitch will excite our audience, energise my marketing team and impress our stakeholders."
Holly Hatwell

Brand Manager - Revolution Bars

"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
Anna & Miroslava

Marketing Team UK & EU - Lansinoh®

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
Kate Hawkshaw

Brand Manager - Revolución de Cuba

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
Baneet Grover

Marketing Manager - Brennan Industries

The Hussel team have recently built HM Staffing a new website and we are blown away by the site and the results it's delivering. From the start of the process to the end we had no issues and Lewis was always just a phone call away to help with any questions or changes. Massive thank you to the Hussel Team for building us a website that doesn't just look nice but also converts clients and represents our brand.
Harry Portch

Owner/Director - HM Staffing

Lewis and Hussel is not just another Marketing place. Working with Lewis developed and in time, he felt like family. His ideas are wild and unique and designed to engage and intrigue resulting in 100s of thousands of views if not millions. He ran a cancer awareness campaign for us and created an investor video ad in under a week. The results were stunning and a great showcase of his talent as an artist. I expect huge things for him and his company and expect this to be the start of his firm exploding!!
Jeff Stephens

Owner/Director - Infusion 51a

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