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.

USA Office Sampling - MUSH Overnight Oats
MUSH ad2
MUSH Eating Workplace Sampling

The results

0 %

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!

Intend to purchase after trial 64%
Enjoyed their sample 90%
would recommend to a friend 91%

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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.