MadeGood
The brief
Increase trial, brand awareness, and consumer engagement for MadeGood Granola Bars & Soft Baked Oat Bars by reaching health-conscious, college-educated professionals (ages 25-55, $87K+ incomes) who prioritize quality nutrition.
Focus on office environments strategically located near MadeGood retail stores in San Diego to drive repeat purchases and collect valuable consumer insights for ongoing optimization.
The solution
Offices near key MadeGood retail locations in San Diego were strategically selected to reach health-conscious, college-educated professionals, who seek high-quality snacks. The campaign introduced MadeGood Granola Bars directly into workplace settings, ensuring employees could sample them during natural snacking occasions.
Gems Ambassadors engaged with consumers in person, while branded materials – including posters, vouchers, and dedicated microsites – reinforced brand messaging and product availability, whilst providing a clear path-to-purchase via our near store function, allowing consumers to find their nearest stockist to redeem their coupon.
A tailored survey invited consumers to share their experiences, generating actionable insights to refine future brand strategies.
The results
Samples distributed to offices in San diego
Estimated new customers going onto purchase*
25,000 MadeGood Granola Bars sampled by employees across 49 offices mapped close to retailers – a 5 minute average walking time from offices to stores. 90% of consumers sampled enjoyed their sample, with 74% trying for the first time; resulting in 70% intending to purchase after trial
The campaign resulted in a dramatic increase in sales across San Diego, helping the city become one of MadeGood’s fastest growing markets
