Challenger brand Discovery Foods got new students to have a 'fajita night' during Freshers for their first meal away form home.
Discovery Foods are a challenger brand in the growing Mexican Food sector, normally targets mothers 34+. However there was a need to reach 'younger' cooks who can use Discovery Foods as part of their cooking repertoire and influence their peers and families.
Drive students to use Discovery Foods as part of their first meal away at university. 86% are moving away from home for the first time!
We sampled the Discovery Foods Mild Fajita Seasoning Mix in all 300,000 welcome parcels (metres away from their shared kitchens) as the exclusive Mexican Food brand, with online, competitions and email newsletters.
Prior to campaign, only 20% had tried Discovery Foods. Post campaign, fresher customer base increased by 260% across their target universities, with 62% of new students having a 'fajita night' during Freshers. Generated a huge social media response & viral buzz created in the shared kitchens with 88% talking about the parcel and its contents with their friends in halls and at other universities.
As 84% of students cook every day, and 95% cook at least once a week, sampling with helloU allows you to start a social media frenzy. Sampling is a well-established route to market and a key channel for overcoming reservations consumers may have about buying the product for the first time. This campaign demonstrated the benefit of sampling to the target audience at the right time and within the exclusivity of their bedrooms. Further social media promotion and e-mail campaigns can amplify the campaign to beyond trial.