KIND Bars
The brief
Support KIND Snacks nationwide ATL ‘Step It Up’ campaign to inspire the nation to get moving. Creatively devise more of a tactical sampling approach, to increase store sales and maximise ROI. Capture meaningful consumer feedback to deliver actionable insights.
The solution
Target offices within walking distance of retailers and where employees matched KIND’s target audience profile. Sample distribution focused in one key city for increased local store support and bespoke posters encouraged hungry consumers to ‘Step It Up’ by displaying the number of steps from their office to nearest store.
The campaign theme was reinforced across multiple eye-catching touch points including branded boxes and the campaign microsite. Money off purchase coupons were used to increase purchase consideration, and a month’s supply of KIND Bars prize encouraged participation in the survey.
The results
SALES UPLIFT IN SUPPORTED RETAIL STORES
120,000 KIND bars sampled by employees across 224 offices mapped close to retailers – a 5 minute average walking time from offices to stores. 71% of consumers sampled intend to purchase after trial. The office sampling campaign resulted in a 39% uplift in store sales in the region targeted.
They really did ‘Step It Up’!
