Product Sampling Case Study

Half Spoon Sugar

 

Client: Silver Spoon / British Sugar

 

Campaign Location: Wimbledon Tennis Championship, Greater London

Target Audience:

Tennis Fans (Affluent male / female families)

 

Brief:

 

To increase awareness and raise sales for the brand ‘Half-Spoon Sugar’ through the execution of a hand to hand tactical sampling campaign distributing sachets and vouchers to spectators heading to Wimbledon. 

 

Campaign Description:

 

• Experienced promotional staff in sporty branded uniforms (branded tennis shorts, t-shirts and shoulder bags) handed out samples and money off vouchers to spectators leaving the tube, queuing up and entering the Wimbledon Tennis Championships.
• The high-calibre promotional staff acted as brand ambassadors and advised potential customers on the product and its benefits whilst handing out the samples. The team emphasised the key message (that it tastes the same as ordinary sugar but contains half the calories) and encouraged the recipients to use the sugar sachets on their ‘Wimbledon Strawberries’.
• The campaign was executed on the busiest days of Wimbledon 22nd June – 5th July (opening day, opening weekend, quarter finals, semi finals and finals) to allow maximum impact in the most cost effective manner. 

Results

 

• The product was universally perceived to be an excellent idea with great benefits.
• 50,000 samples were successfully distributed over the nine days.
• Silver Spoon are continuing to incorporate Link Communication’s sampling activity into their marketing strategy for 2010.