Tilda Steamed Rice Supermarket Sampling

Client: Tilda

Campaign: Supermarket Sampling Campaign

Brief:

To execute a product sampling campaign for Tilda Steamed Rice, at major supermarkets nationwide, concentrating initially on the 60 largest stores across the UK.

Target Audience:

• Food Shoppers (Primarily home makers and young professionals)

Campaign Description:

A team of three high calibre promotional staff cromprising of one experienced event manager (cooking the rice), one assistant manager (in front of the stand) and a member of local promotional support (performing roaming sampling) - distributed hot cooked rice samples and encouraged purchase, to the customers entering the supermarkets from the Tilda branded event stand.

The promotional display consisted of a high impact, fully branded gazebo, three microwaves (for heating the rice), one bain marie (for keeping it warm), a serving area (for food prep and packaged product display) a giant oversized infltable rice pack and a mix of full colour photographic pop up display stands.

The promotional staff wore branded shirts, aprons and jackets which enabled the team to stand out to the supermarket visitors and the event manager was dressed in smart, branded chef whites to highlight his additional knowledge to the customers.

Key Messages

• The speed and ease of preparation.
• The consistent quality and great taste.
• The variety of uses and recipie ideas.
• The product location and sales promotion on offer within each supermarket.

Results:

• Link Communication generated an average uplift in sales of over 300% across the entire range of over 60 stores visited.
• Ceratin stores recorded sales uplifts upwards of 600%.
• 100,000 samples were distributed directly in front of the main entrances and in the foyers of the 60 largest selected supermarkets.
• The client has been extremely pleased with the first phases of activity and has authorised a large increase in the scale of the promotional during the next phases.