PROPERCORN
Bags sampled close to Tesco stockists
%
Post-trial purchase intent
%
10 months on, buying at least once a month
The brief
Reach office workers at their desks to introduce PROPERCORN as a healthy mid-afternoon snacking option, rather than something only to be eaten at the cinema. Maximise the brand impact whilst achieving a tight cost per contact.The solution
Target office workers interested in receiving healthy snacks, working in companies situated close to Tesco Express stores in which PROPERCORN is stocked. Ambassadors asked to deliver PROPERCORN to their colleagues’ desks mid-afternoon.
Provide a selection of the PROPERCORN range, delivered in branded ‘chests’ to raise awareness of the different flavours available and create a strong impression from the moment the delivery arrives. Each chest containing 144 bags of popcorn; with one delivered per 200 employees to maximise the reach and reduce cost per contact.
The results
97% would buy in future. 39% most likely to eat as a “mid afternoon snack”. Cost per contact budget achieved.
Brand impact heightened with the bespoke branded boxes evidenced by feedback from Ambassadors about the great looking boxes.
10 months on, 29% of sample recipients are now purchasing at least once a month.
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