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Sampling breaks down price barriers and showcases quality, often leading to reciprocation purchases. Our multi-touchpoint campaign combined in-store and online experiences to maximize impact. Food sampling introduces products to new customers, gathers feedback, and can boost sales 5-10 times above average while enhancing word-of-mouth marketing.
We implemented sampling through Tesco.com and targeted affluent stores to attract Dawn shoppers to the Finest line. Our strategy included food trucks, cooking theatres, and ambient sampling stands. To capture these quality-focused shoppers, we created inspiring recipes showcasing the Finest range.
We deployed highly trained Brand Ambassadors nationwide and engaged Tesco colleagues through staff tasting sessions, leveraging our research showing brand messages are shared 24 times more frequently through employee advocacy than direct brand distribution.
Our campaign reached 300 stores over 1,841 days with high-end displays in car parks, foyers, and aisles. We engaged Tesco Head Office staff through tastings and product training to boost employee advocacy and drive informed sales recommendations.
A branded food truck served Aberdeen Angus steak sandwiches paired with Finest wines, while in-store sampling featured premium items like smoked salmon blinis, olive bread with gruyere, and red velvet cake. Expert Brand Ambassadors educated shoppers on premium ingredients and techniques, with all sampled products available at Clubcard prices.
To extend reach, we distributed targeted taster boxes through Dot.com to Dawn customers and lapsed Finest buyers, delivering premium pasta and sauce for at-home sampling.
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