ITSU MISO SOUP
Consumers reached
%
Rate of sale increase
%
Post-trial purchase intent
Covert to Tradition
Sample miso soup to raise awareness of the itsu grocery range and convert consumers to the miso soup category. Increase sales in under-performing retailers.
The Solution
Sampling in offices from where staff have requested healthy snacks, situated close to target stores. Miso soup dispensers delivered to Ambassadors for placement in communal areas for employees to try. Personalised maps delivered by email showing route to each office’s nearest store, to create a clear path to purchase.
Soup-erb Results
78% of consumers indicated a propensity to purchase.
24% increase in rate of sale in targeted stores.
Itsu have since activated multiple, larger scale campaigns with gemsatwork.
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