Throwback Thursday – What makes a winner! Most Effective Instore Sampling campaigns
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This is a category that always sees a wide range of products and services sampled, often in exciting and creative ways, and always achieving fantastic results.
Here we take a look back at some of the campaigns that have been awarded a much coveted FMBE Gold Award over the years.
2015 – Highjam Marketing, Claudi & Fin
A super sweet campaign! This instore sampling activity was small but perfectly formed. Highjam Marketing took Claudi & Fin frozen lollies to Waitrose stores and combined the target sampling with market research to provide outstanding results on a minimal budget, surpassing set targets. Praise from FMBE Judges included: “Here is proof that field techniques can work wonders for a breakthrough brand that is building its reputation without other marketing channels – any brand could use this case study to justify send on instore sampling.”
2016 – GMR Marketing, Miller Lite
Miller Lite paired with restaurateur, author, game show host, and television personality, Guy Fieri, and capitalised on his popularity to celebrate the role of Miller Lite in tailgaites and grill gatherings. The Miller Coors responsibility team provided free transport to and from an American football game in Michigan which the judges agreed was a nice touch to a successful campaign. The experiential touchpoints included a six-week consumer promotion of the light beer brand in Meijer stores. The Grilling With Guy scheme’s halo effect made money across the whole category by displaying beer in other areas across the store, disrupting shopper experience and putting beer at the forfront of consumers’ minds.
2014 – CPM, Asda
A confidential award winning entry that impressed the judges and bagged a gold. CPM promoted Asda’s Extra Special, Chosen by You and Butchers Selection ranges with a successful instore sampling campaign intergrated within the shopper experience. Judges were impressed with the use of data capture and market research that formed an integral part of this campaign.
