Conversations with Bio&Me began ahead of the national launch of their Super Seedy & Nutty Granola in Tesco stores. With a relatively unknown brand, Bio&Me had a multi-faceted media plan to drive awareness of their launch in Tesco. It’s really important with any new listings that the launch is successful to secure current and future listings, so Bio&Me knew they would benefit massively from inviting consumers to try the product before purchasing. Before this campaign, Bio&Me hadn’t sampled their products before so they needed an experienced partner to ensure the activity was measurable and delivered tangible benefits in order to unlock future budgets.
TSampl integrated with Bio&Me’s existing media plan, including Facebook & Instagram (Meta) ads, organic Instagram posting, and a CRM activation. Data was collected using Meta’s native lead generation forms and a custom branded microsite. Sampl then cleansed and validated all sample requests ready for the product to be dispatched. Included in the sample pack was an exclusive coupon that consumers could use to receive £1 off their next purchase of the Super Seedy and Nutty Granola in Tesco stores. Once the consumers had received their samples and had time to trial the product, they were also sent a personalised email with a map and directions to their nearest Tesco store.
The Sampl team managed the process and supported Bio&Me with regular updates and calls. The Bio&Me team also had access to Sampl, providing them with end to end visibility, complete transparency and performance analysis.
100%of targets hit
The campaign was a fantastic success and Bio&Me were thrilled with the results. With an 18% coupon redemption rate, this demonstrates that sampling successfully drove Bio&Me sales within Tesco. It was also noted that their sampling campaign was responsible for over 20% of their total sales in Tesco during the launch period. Not only have Bio&Me secured their current listings, but they’ve also gained listings for different products in their range too. In addition to sales, Sampl collected valuable insight into what NPDs consumers would like to see from Bio&Me next and where else they’d like them to be stocked.
“Working with Sampl was such an easy process from start to finish. Beckie and Wade were on hand to help with any questions or technical support, ensuring our campaign was not only set up correctly but was also set up to achieve the best results for our launch into Tesco. The campaign performed better than we expected, and we have already booked our next sampling activity with them.”
Michael Cheeseman, Brand & Marketing Manager