True Nopal

Gold Award Campaign

The Most Effective Retail Sales Experience

The Field Marketing & Brand Experience Awards – 2019

True Nopal Cactus Water Campaign

We love a challenge at Link Communication, so when we were asked to help drive awareness, engagement and sales for a little known product and brand we leapt at the chance. 

Campaign Objectives

  • MEASURABLE SALES: To show a measurable rate of at least 10% positive sales uplifts specifically at Waitrose
  • NEW STOCKISTS: To obtain at least 50 new independent stockists in London, in the lead up to summer
  • PRODUCT EDUCATION: Effectively educate the UK public on the Nopal Cactus and its health benefits
  • TASTE SAMPLING: Present 5,000 chilled True Nopal samples specifically aimed to Waitrose shoppers per week

Campaign Activity

To drive measurable sales across Waitrose, a portable sampling station was created which included: compact sizing to enable positioning in front of high street stores / An ice chest to hold and chill samples  / Hidden storage for cups and leaflets  / Real ‘Nopal Cactus’ fruits and cacti for consumers to inspect and act as a visual talking point  / Branding and graphics, with messaging and overhead canopy .

True Nopal Cactus Water Sampling Campaign Canary Wharf London

Sampling Team Engage Consumers With New Cactus Water Product

To drive measurable sales across Waitrose, a portable sampling station was created which included: compact sizing to enable positioning in front of high street stores / An ice chest to hold and chill samples  / Hidden storage for cups and leaflets  / Real ‘Nopal Cactus’ fruits and cacti for consumers to inspect and act as a visual talking point  / Branding and graphics, with messaging and overhead canopy .

The cart was deployed across Waitrose stores during peak shopping days Thursday to Sunday.  Where geography permitted, the team split their shift across two stores, covering lunchtimes at one and afternoon/evenings at another.

 

To aid impulse purchases when not on discount, customers were offered an on the day ‘Buy One Get One Free’ incentive, using promotional stock. This enabled customers to purchase in store, show their receipt to the team and receive an extra carton and heartfelt thank-you.

The teams focussed on shoppers walking into Waitrose as their priority. The trike was positioned in front of each store enabling experiential sampling at point of purchase. A three person team suited the flow of customers enabling one-to-one presentations, followed by a personal acknowledgement of thanks to customers who came back outside to claim their free carton.

Campaign Results

The campaign set out to present 5,000 samples per week to Waitrose shoppers. During June, a total of 31,950 samples were presented, averaging at 6,390 samples per week, exceeding the target by over 20%. The very first sampling session rocketed a mid-table store to the number one selling store across all Waitrose for that entire week. The street sampling generated an average 423% sales uplift, peaking at 988% at Islington Waitrose.

Growing Distribution

A key requirement of the campaign was to secure new listings for the product. Our team of Brand Ambassadors actively engaged with a wide range of businesses pre-selected as being ideal stockists. During the evaluation period. the field sales teams presented to 674 new stockists and achieved 114 new stockist listings during their June visits. This equates to 23 new stockists selling True Nopal each week, with a 5:1 successful product placement ratio.

New listings were incentivised with the offer of (1) a BOGOF deal on all cases purchased and (2) the offer of a sampling session in front of their store, if they make a bulk stock purchase. The impact of this approach prompted repeat trade orders from the new fledgling retailers, all of which came from a zero baseline starting point.

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