MANILIFE
The brief
Support the peanut butter maestro ManiLife’s growth outside of their London heartland by driving awareness and trial amongst the brand’s target audience in Manchester, whilst increasing rate of sale in local retailers.
The solution
Offices in Greater Manchester that over-indexed in ABC1 employees and were situated close to ManiLife retailers, were invited to participate in the peanut butter sampling experience. Custom-made branded trays displaying Deep Roasted Crunchy and Original Roast Smooth single sample portions were delivered to HR Ambassadors for placement in office kitchens and communal areas.
The results
purchase conversion
Numbers that crunch; 50,000 consumers across 101 offices situated close to ManiLife retailers in Greater Manchester participated in the sampling. Store sales data showed a 21% increase in rate of sale across Manchester retailers in the weeks following the campaign and 30% of sample recipients that were unaware of ManiLife prior to trial have since gone on to purchase
