Yoplait / Superfruitii Sampling Campaign

Intro

  • Design a bespoke sampling strategy for Superfruitii, to aid the product’s introduction into the Irish market by targeting the identified key consumers (Commuters, Corporates, Health & Fitness clubs)

Challenges

  • TFind the right consumer, in the right place, at the right time to obtain optimum results and maximise available budget.
  • Sample 30,000+ Superfruitii pots to core consumers across 3 key sampling streams-Commuter, Corporate & Roadshows.
  • Generate awareness and create a lasting impression for the Superfruitii brand amongst the target market
  • Engage extensively with fitness groups and gyms to secure sampling locations.
  • To sample in chosen corporates to allow our brand ambassadors engage with consumers and leave a lasting impression by using branded props.
  • Responsibilities

    • Introduce a new sampling equipment i.e. Cargo Bikes. The Cargo bikes were a great addition to the sampling activations as they kept the product cool and were branded Superfuitii.
    • Liaise with Dublin City council to gain permission for city centre activations.
    • Organise and control activation logistics from refrigeration storage, delivery and distribution of product to each sampling stream.
    • Recruit TITAN brand ambassadors to engage with audience and provide product information to the target market.

    The Results

    • 30,000+ samples consumed by core target market throughout the sampling campaign
    • Capture of qualitative product feedback for client

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