Case Studies - Seriously Good Sauces

Client: Greencore

Brand: Seriously Good Sauces

Campaign: Supermarket Sampling Campaign

Brief:

• To promote product awareness, prompt trial and drive sales of the range of "Seriously Good" cooking sauces, through the execution of a product sampling campaign in front of the largest, most relevant Morrisons' and Sainsburys' supermarkets.

Campaign Description:

• Teams of well trained brand ambassadors cooked and served samples of the Seriously Good Sauces with pasta, from a branded event unit in front of each targeted supermarket.
• The activity was scheduled on peak days (Thurs, Fri, Sat, Sun) and was located at the very busiest stores, in the most relevant demographic target audience locations for the Seriously Good brand
• Sales were made by both encouraging immediate purchase of products from the free standing product display unit set up in the foyer, and also from the standard shelf displays on aisle within the supermarkets.

Branding:

• The promotional staff wore branded chef whites, shirts and aprons and used hawker trays, which enabled the team to clearly stand out to the supermarket visitors.
• These uniforms looked very smart, and professional, which gave a very strong first impression to the potential recipients benefiting the campaign by aiding interactions with customers, positioning the sampling team as professional chefs, akin to Ramsey, which further aided the customers' propensity to trial and to purchase.
• A branded gazebo was set up in the sampling area, with pop-up display banners and backdrops. The graphics stood out very clearly at all locations, and were highly visible for the customers to notice whilst walking from their cars to the supermarket entrance. Branded hawker trays were also used to allow a wider audience reach, showing customers the jars of sauce and handing out samples.
• Large images of Gordon Ramsey were used to help increase the brand awareness and celebrity endorsement of this product, making it more attractive and credible to the customers.
• Quality promotional literature about the sauces including a range of recipe cards, were handed out with the samples so customers had more information making it more memorable.

Locations:

• Across the range of the stores visited, the sampling manager was able to set up immediately outside the main entrance of 85% of stores visited, with 15% were setup in the designated sampling space for the store.
• Locations for Sainsburys were: Altrincham, Sale, Hazel Grove, Bolton, Heaton Park, Preston, St Albans, Watford, Stevenage, Hendon, Kenton, Tottenham, Willesden Grn, Winchmore Hill and Ladbroke Grove.
• Locations for Morrisons were: Bradford Mayo, Bradford Victoria, Bradford Thornbury, Sheffield Hillsborough,  Sheffield Ecclesfield, Rotherham Catcliffe,  Pontefract Stuart Road, Dewsbury, Heckmondwike, Heywood, Oldham,  Rochdale, Mansfield,  Nottingham and Shrewsbury.

Results:

• A total of 40,000 hot samples was handed out across the supermarkets visited; averaging 1,200 cooked samples served each day.
• All customer feedback received was highly positive, with nearly every customer saying how tasty they thought the products were and that they intended to purchase some.
• At every location the acceptance rates were high, with approximately 75% of people happy to receive a free sample sauce with pasta, on arrival into store.
• Average sales uplift of 115% was achieved across the entire range stores during sampling activity, with a further 15% long term increase recorded across the entire range, six weeks post activity.