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Case Study: How Tony’s Chocolonely drove 78% purchase intent through O2 Priority sampling

90%

consumer approval rating

78%

purchase intent

54%

first-time customer engagement

4.5 ★

average rating

About Tony’s Chocolonely

Tony’s Chocolonely is a purpose-driven chocolate brand dedicated to genuine Fairtrade practices. Founded with a clear mission to ensure ethical production at every stage of their supply chain, the brand is known for premium chocolate bars that combine delicious taste with responsible sourcing. Their Milk Choc Caramel Sea Salt bar embodies these values, offering consumers both indulgence and integrity.

Challenge

Tony’s Chocolonely faced two main challenges:

Increasing brand awareness among consumers unfamiliar with their ethical sourcing mission.
Gathering authentic consumer feedback and insights to strengthen market positioning and brand messaging.

Simultaneously, O2 Priority sought high-quality rewards to enhance their loyalty programme, aiming to deliver experiences that engaged and delighted their members.

Solution

Tony’s Chocolonely collaborated with Sampl to launch a targeted digital sampling campaign through the O2 Priority app. By distributing 100,000 chocolate bar samples directly to engaged Priority users, the campaign aimed to effectively introduce Tony’s Chocolonely’s unique ethical story to a receptive audience.

This targeted approach provided a platform to educate consumers about the brand’s genuine Fairtrade commitments, while allowing them to experience the quality and taste of the product firsthand.

Execution

Sampl managed the entire sampling process, from initial engagement through the O2 Priority app to sample delivery and post-sample feedback collection. Consumers accessed samples via a dedicated, secure microsite, ensuring accurate data collection and maintaining exclusivity for O2 members.

Following sample receipt, recipients provided detailed reviews, ratings, and insights, enabling Tony’s Chocolonely to measure the campaign’s success clearly and effectively, while also capturing valuable qualitative and quantitative consumer data.

Top campaign results

The partnership campaign delivered impactful and commercially meaningful results:

54% new customer reach: Over half of the participants were introduced to Tony’s Chocolonely for the first time, significantly expanding their customer base.

78% purchase intent: A high proportion of consumers expressed intention to purchase Tony’s Chocolonely again, highlighting effective brand trial and conversion potential.
69% exceeded expectations: Consumer feedback consistently demonstrated high satisfaction, reinforcing positive perceptions of quality and ethics.
9,319 product reviews collected: The campaign generated extensive qualitative feedback, providing rich insights into consumer preferences and behaviour.

The partnership with O2 Priority allowed Tony’s to scale brand exposure efficiently while collecting actionable insight to guide future retail and messaging strategy. For brands seeking measurable outcomes from sampling, this campaign proves that combining targeted distribution with value-aligned platforms can drive both reach and relevance.