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.

Two happy women holding KIND Bars in an office environment
KIND Bar - Office Sampling 4
KIND Bar - Office Sampling
Man KIND Bar Sampling in an Office whilst smiling

The results

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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’!

39% sales uplift in retail stores
71% intended to purchase after trial
94% enjoyed their sample

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Product Sampling Solutions showing two men trying a sample
We've Re-branded!

Notice something a little different? 

We’re thrilled to announce that gemsatwork has become Gems Sampling; or just Gems for short!

This transformation is more than just a re-brand; it symbolises our expansion into a diverse array of environments, including universities, gyms and homes.

Don’t worry, we’re still just as committed to bringing those in our workplace network the same great rewarding campaigns you’ve come to expect from us.