The brief

To build on the success of Nairn’s Rosemary Salt Flatbread launch in Sainsbury’s by getting the product onto the radar of other major retailers to further gain retail listings, generating consumer endorsement and collating insight to assist with retailer buyer discussions. Nairn’s were also considering launching a new flavour in the Flatbreads range and were keen to assess consumer demand and flavour appeal for future NPD.

The solution

An awareness campaign was launched ahead of the Nairn’s office sampling activation to raise excitement and anticipation in participating workplaces. We created memorable and shareable brand experiences in offices, situated close to the head offices of major supermarket retailers.

Consumers brought in their preferred toppings to accompany the Flatbreads, which were then shared with co-workers in communal-area picnics – a flavour fiesta. Our bespoke survey captured insight into consumer shopping and eating habits, as well as asking participants to rate the appeal of various new flavours.

Nairn's Office Sampling - Gain Retail Listings
Toppings on a Nairn's Cracker
Nairns in an office with women happily sampling
Woman smiling whilst trying a Nairns flatbread

The results

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New nationwide listings achieved

Tesco Logo
Morrisons logo
Waitrose logo

An all-around success; more than 150 offices participated in the campaign where 90,000 employees were invited to try Rosemary & Sea Salt Flatbreads with the toppings they brought in and came together to share in communal areas.

After receiving the consumer feedback demonstrating an overwhelming demand for Caramelised Onion, not only did Nairn’s scoop Gold in the FreeFrom Awards for the new flavour but they gained nationwide listings with Morrisons, Tesco and Waitrose.

enjoyed their sample 89%
trying for the first time 81%
intend to purchase 60%

See similar results to the Nairn's Office Sampling campaign

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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.