MUSH
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](https://images.rapidload-cdn.io/spai/ret_img,q_lqip,to_avif,w_800,h_534/https://www.gems-sampling.com/wp-content/uploads/2023/12/D.J-Dashti-Workville-Oasis-7-1024x683.jpg)
![MUSH ad2](https://images.rapidload-cdn.io/spai/ret_img,q_lqip,to_avif,w_800,h_800/https://www.gems-sampling.com/wp-content/uploads/2023/12/MUSH.jpg)
![MUSH Ad](https://images.rapidload-cdn.io/spai/ret_img,q_lqip,to_avif,w_800,h_550/https://www.gems-sampling.com/wp-content/uploads/2023/12/ad-1024x704.webp)
![MUSH Eating Workplace Sampling](https://images.rapidload-cdn.io/spai/ret_img,q_lqip,to_avif,w_691,h_800/https://www.gems-sampling.com/wp-content/uploads/2023/12/a-new-kind_db1c9d46-7f91-40a7-ba65-aba8968de3e4_800x800.webp)
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!