Barilla Pasta and Pesto – Sainsbury’s and Morrisons Supermarket Sampling Campaign
- Barilla needed to stand out in a crowded, price-driven pasta category by showcasing its authentic Italian quality.
- The campaign brought the brand to life outside the aisle, engaging shoppers through live cooking to drive in-store sales.
Campaign Objectives
- Target 500 shopper engagements daily, achieving 350 samples and a 10% trial-to-purchase rate in JS and Morrisons.
- Exceed category norms by generating a 1,500% sales uplift across participating stores through direct engagement.
THE SOLUTION
Event Kit
- Two sampling areas created with Ape vans with built-in catering, gazebos, and giant Barilla props for visual impact.
- Served freshly cooked pasta dishes supported by Barilla pasta measurer giveaways and in-store purchase incentives.
Tour Locations
- 8-week national tour across 80 supermarkets (40 × JS, 40 × Morrisons) targeting high-footfall, relevant AB1 demographic.
- Activated on peak shopping days (Wed–Sun) to maximise visibility and conversion, engaging thousands of shoppers.
Store Staff Engagement
- Provided free freshly cooked Barilla lunches for all store staff, building strong advocacy and enthusiasm for the brand.
- Supported by in-store FSDUs, pasta measurer giveaways, and a free pesto incentive to boost sales participation.
Enhanced Sales Conversion Strategy
- Drove conversion through sampling linked to in-store FSDUs, prompting immediate purchase at point of experience.
- Reinforced shopper engagement with Barilla-branded pasta measurer giveaways offer to boost impulse sales.
THE RESULTS
Customer Feedback
- Shoppers praised the al dente texture and how Barilla pasta holds sauce, reinforcing its premium positioning.
- Positive feedback on 100% recyclable packaging and iconic branding, seen as symbols of quality and authenticity.
Retail Sample Conversion
- Engaged an average of 823 shoppers per day, delivering 579 samples — exceeding target engagement by +65%.
- Achieved a 70% sample acceptance rate and 10% trial-to-purchase conversion, proving the effectiveness of sampling.
Immediate Sales Results
- Exceptional sales uplift, rising from 1.9 to 110 units per day in JS (+5,600%) and 1.2 to 120 in Morrisons (+9,700%).
- Peak sales at Sainsbury’s (+13,392%) and Morrisons (+19,773%), showcasing trial-to-purchase impact.
Long Term Sustained Sales Results
- Sainsbury’s: Average Rate of Sale rose from 1.9 to 3.4 units (+72%), sustaining a +69% uplift through Week 8.
- Morrisons: Average Rate of Sale increased from 0.8 to 1.8 units (+122%), sustaining a +84% uplift across the campaign.
