CASE STUDY: Vimto promotes new variant with in-home sampling
Provided by Whistl (Doordrop Media) Ltd
Vimto uses in-home sampling to promote new No Added Sugar product to families
What was the Challenge / Background of the Campaign?
To support the launch of a new 'No Added Sugar' variant to the Vimto range and achieve cut-though in a competitive market.
What was the Campaign Objective?
To encourage taste reappraisal and drive footfall into specific grocery retailers. We applied industry-leading tools and techniques to create a geo-demographic profile of households with children aged 5-15.
What was the Solution?
Vimto used our unique 'opt-in' in-home sampling format ensuring less wastage with distribution of sample product to households that had opted in.
Day 1: Branded Vimto bags were distributed with the 'opt-in' solution. Consumers were invited to leave the bag outside their homes the following day to participate in the campaign.
Day 2: All households were checked - a full-size bottle of Vimto NAS was placed where consumers had opted in.
The campaign was planned within specific Tesco catchment areas and included an incentive to purchase Vimto NAS from Tesco stores.
What were the Results?
The campaign achieved an average opt-in of 37%.
According to dunnhumby research sales increased by over double in households exposed to the activity.
A halo effect was seen with sales increasing across the whole Vimto product range.