Case Study: Promotional Staff for San Miguel at Wetherspoons

The Project

We were delighted to provide promotional staff for San Miguel’s poolside-style activation across Wetherspoons venues in Birmingham, London and Manchester, working on behalf of Studio Alligator Pear Agency. The brief was to bring a slice of poolside atmosphere into a busy hospitality setting, and our teams did exactly that, handing out branded towels to customers while wearing fully branded San Miguel uniforms. Across each venue, staff created a strong visual presence and interacted with customers throughout the activation, giving San Miguel a fun and memorable touchpoint within spaces people already knew well.

Our Approach

We focused on recruiting confident, approachable and engaging promotional staff, the kind of people who feel at home striking up conversation with customers in a busy hospitality environment rather than standing back and waiting to be approached. Every member of staff was briefed on the San Miguel activation itself, their responsibilities on shift and the importance of maintaining a positive, professional brand image throughout, since a campaign like this lives or dies on the energy the team brings to the floor.

From welcoming customers and handing out towels to simply being a warm, visible presence in branded uniform, our teams helped bring the poolside concept to life inside each venue. Running the activation across three cities at once called for consistency as much as personality, so staff in Birmingham, London and Manchester were all working to the same brief and the same standard, giving San Miguel a joined-up feel wherever customers encountered it.

The Result

The activation successfully brought a distinctive poolside experience to Wetherspoons venues across Birmingham, London and Manchester. With a combined team of promotional staff delivering across multiple cities, we gave Alligator Pear a staffing solution they could rely on, consistent from the first shift to the last and supporting the San Miguel campaign from start to finish.

The branded uniforms, genuine customer interaction and towel distribution combined to create a fun, engaging touchpoint that helped San Miguel stand out within the venue environment. It is exactly the kind of activation we enjoy being part of, one where the staff themselves become part of the brand experience, and Alligator Pear had a team across three cities they never had to worry about.