Case Studies Product Sampling

Case Studies - James Wellbeloved

Client: Crown Pet Foods

Brand: James Wellbeloved

Campaign: Mass Market Pet Food Consumer Sampling Campaign

Brief:

To promote brand awareness, increase consumer knowledge and drive sales for James Wellbeloved pet food across independent specialist retailers, with a high volume and high impact sampling event at Bristol Cabot Circus, Manchester's Trafford Centre and Birmingham High Street.

High Calibre Promotion Staff

Campaign Description:

A team of pet owning or animal loving brand ambassadors was selected from Link Communication’s nationwide database of field staff. All staff were fully trained up and able to communicate the unique brand proposition, in advance of activity.
Teams of promotional staff wearing branded uniforms distributed small 60g samples hand to hand to potential consumers, from the James Wellbeloved sampling trailer.
Whilst the samples were handed out, the promotional staff verbally promoted the products; and also gave out product information booklets, with lists of local stockists and a promotional discount voucher for future purchases.
The campaign was held over the weekend to reach a wide range of mass market consumers who were spending their weekends shopping.

Branding:

Staff wore branded fleeces with large James Wellbeloved logos to emphasise that they are part of a well co-ordinated team. This increased the credibility of the product and also the
receptiveness of the consumers.
A large 10x6m branded James Wellbeloved trailer was used to provide a base for sampling the products and to increase the impact of the campaign.
Branded hawker trays were used to allow roaming away from the sampling event area, which maximised potential audience reach.

Results:

5,000 cat food samples and 5,000 dog food samples were distributed over each weekend.
E- mails and names were collated for a chance to win free pet food for a year.
The cut-through rate was high with around 70% of customers approached taking a sample and a voucher. The majority of customers stopped to talk about the promotion.
Over 40% of people said they would buy the product and use the voucher.
35% of people approached had heard of the product before, either through a friend or through their vet, but most of whom had never bought it or knew why it is superior.