MUSH
The brief
Drive trial, awareness, and education of MUSH ready-to-eat overnight oats through amongst the brand’s target audience in captive office environments, close to Whole Foods retailers to create a clear path to purchase.
The solution
In order to create a clear and convenient path to purchase following trial, offices within a 5 minute walk of MUSH’s Whole Foods Markets in New York City were targeted. The pots were delivered via refrigerated vans and distributed amongst colleagues shortly after, ensuring the ready-to-eat overnight oats were served perfectly chilled.
Key brand messaging and retailer availability were communicated across multiple touch points including posters, leaflets, and a campaign microsite. Consumers were asked to participate in a bespoke survey following trial to capture meaningful insight.
The results
Trying MUSH for the first time
4,149 estimated new customers
17,000 employees took part in the sampling across 83 offices; all within a 5 minute walk of a Whole Foods Market in New York City. Through our bespoke survey, we discovered 76% of consumers were trying MUSH for the first time, with 58% intending to purchase after trial, generating a staggering 4,149 estimated new customers from the activation. Gluten free, dairy free and plant-based never looked so good!
