With COVID-19 putting a hold on traditional in-store sampling, we designed a sampling experience designed to drive trial in a new setting and generate talkability for the brand.
THE CHALLENGE
With COVID-19 essentially bringing traditional supermarket sampling to a halt in 2020, and severely restricting it in 2021, brands needed to get creative to drive trial and awareness of their products in the pandemic environment. How do we meet consumers in a setting where we can generate trial of Talbot Forrest Cheese, whilst also delivering an experience which is authentic to the brand and product?
THE SOLUTION
Nothing goes together like talk and cheese. We created a workplace cheese and wine sampling experience, tapping into both the Talbot Forrest brand platform, and reaching our target market in a relevant setting which allowed us to safely sample food products and adhere to COVID-19 guidelines.
Dentsu sampled a variety of Talbot Forest Cheeses in offices nationwide. The sampling activation was in conjunction with Vogel’s and Lion, who provided crackers and wines to complement the cheese and help elevate the experience.
OUTCOME
- 45 office sampling experiences delivered.
- Our brand Ambassadors generated 3,200+ samples, and engaged with 2775+ consumers including workers and office managers – all of whom would continue to purchase Talbot Forest cheese for their future staff events.
- $320,000 added rate card value through paid media aligned to the campaign, with 110% OOH campaign performance.
