Case Studies - Jaswa's Samosa Tactical Product Sampling Campaign

Client: Jaswa

Agency: Air Marketing

Brand: Jaswa's Samosa

Campaign: Jaswa's Samosa Tactical Product Sampling Campaign

Brief:

• To generate brand awareness, prompt trial and drive sales for Jaswa's newly launched Samosa store, through the execution of sampling and leafleting campaigns, predominantly targeting office workers and young professionals across Reading.

Campaign Description:

• A team of high calibre promotional and sampling staff from Link Communication executed a distribution of meat and vegetarian Jaswa samosas to commuters, businesses and shoppers in Reading, within close proximity to the Jaswa outlet.
• All locations were specifically targeted for their high foot-fall rates, which allowed the teams to target large numbers of the ideal audience.
• As well as giving out samples of the product, staff offered a verbal promotion as well as an accompanying leaflet containing a voucher for either a free coffee or free samosa in-store.

Branding:

• Staff were supplied with branded caps, t-shirts, jackets and insulated sampling bags to keep the samosas warm and to also drive further brand awareness for Jaswa.

Results:

• An estimated 3,500 leaflets were distributed during the first activity, with 99 vouchers redeemed. In total, on day one 1,161 samosas were sampled (580 vegetable and 581 lamb).
• After a few days 350 leaflets had been redeemed, with around 280 of those being redeemed for samosas.
• During the second activity another 3,500 leaflets were distributed, with 352 vouchers redeemed that day, and a further 161 redeemed on the following day.
• The redemption figure after the second activity was very impressive, with approximately 525 vouchers being returned in two days.