Fentimans
The brief
Previous sampling campaigns with Fentimans carried out by Gems have proven successful in driving trial and awareness for the brand, prompting the brand to launch a new campaign with a different flavour of their drink.
The goal was to further increase trial and awareness among the brand’s target audience, whilst supporting their Tesco listing.
The solution
Offices were selected based on the profile of employees aligning most closely with Fentimans demographic and attitudinal targeting criteria. Proximity targeting ensured participating sites were situated close to a Tesco stockist providing consumers with a clear and convenient path to purchase following the sampling.
Employees were invited to try a perfectly chilled 275ml bottle of Fentimans Dandelion & Burdock drink. Consumers were introduced to the brand in a work-social setting, creating conversations around the product.
Branded posters, leaflets, and emails elevated the overall brand experience. A bespoke microsite and prizes drove participation in a survey to capture feedback and provided step-by-step directions to the closest Fentimans Dandelion & Burdock retailer.
The results
SALES UPLIFT IN TARGETED STORES
11,292 bottles of Fentimans Dandelion & Burdock were sampled by employees across 26 offices mapped close to a Tesco stockist – with a short walking time from offices to stores.
73% of consumers sampled intend to purchase after trial. The office sampling campaign resulted in a 39% uplift in store sales in the region targeted.
