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Sampling sat at the heart of the connected campaign in order to drive trial of the NPD line. The localised activity was supported by a targeted social media plan to raise awareness of the activity. This was then amplified nationally to drive awareness beyond the immediate locality. Linking this with an incentive to shop in store and further in-store shopper marketing activity enabled conversion of sales.
The connected campaign delivered success across the shopper journey. With a reach of over 1.5 million through social media channels a strong social presence for the brand was built to be incorporated into future campaigns. In addition to the social success, the sampling activity sampled over 50,000 sausage sandwiches and altogether resulted in a +6% sales uplift.