Tilda Taste Test Challenge

Client: Tilda

Campaign: Taste Test Challenge

Brief:

To execute a product sampling campaign and taste test challenge for Tilda Steamed Rice, at multiple Asda superstores.

Target Audience:

• Food Shoppers (Primarily home makers and young professionals)

Campaign Description:

A sampling team consisting of one high calibre promotional staff (pulling in customers), one assistant event manager (presenting samples) and an experienced event manager (organising the taste test area) distributed cooked rice samples to the customers entering Asda supermarkets and carried out the activity on peak shopping days (Thursdays, Fridays, Saturdays, and Sundays).

The Event Manager ran a stand next to the normal sampling activity to conduct the “Tilda Taste Challenge” comparing sampling of two flavours of Tilda rice against a leading competitor (Uncle Ben’s) referred to as “Brand X”.

The promotional staff wore smart branded polo shirts, aprons and caps which enabled the team to stand out to the supermarket visitors. The Event Manager was dressed in chef whites to highlight his additional knowledge of the product to the customers.

Results:

• 86% of customers who took the taste test expressed a preference for the Tilda product range over their main competitor.
• 10,000 hot samples were handed out to customers during the campaign.
• 5% of the customers who took the taste test went to make an immediate, instant purchase of the product.
• Client is planning on extending the taste test aspect of their wider sampling campaign which Link Communication is executing for them. (See Tilda Supermarket Sampling).