Rowntree’s Supermarket Sampling Case Study
To drive sustained repeat sales of the new range of Rowntree’s Fruit Pastille Ice Lollies (RFPIL) across Asda supermarkets, using a fun experiential sampling roadshow to engage shoppers and their families, prompting taste trial and creating positive interactions to encourage purchase.
Activity was scheduled over four weeks, covering 16 carefully selected ASDA supermarkets to reach a core audience of young children and their guardians, engaging them in Rowntree’s branded activity, sampling the new Rowntree’s Ice Lollies to customers and providing feedback on the range.
A touring event manager was selected to manage all activation dates and was joined on a daily basis by one brand ambassador to assist with sampling to the public, customer interaction, game handling and sales.
The event kit included a ‘knock a lolly’ game to interact with customers, to tell them about the new range of ice lollies from Rowntree’s. This also allowed children and families to have fun by playing the game and be involved whilst winning a full sample ice lolly at the end.