Be-Kind
Fit consumers discover the ideal 'afterbite'
BE-KIND sampling on the Belgian retail floor.
BE-KIND wanted to introduce consumers to their bars and increase brand awareness. The focus was specifically on the fit, young target group. Because the taste and visible ingredients of the bar are its main strengths, it was essential to let consumers actually experience the product. We carried out the sampling campaign at Carrefour and Delhaize supermarkets, giving us broad coverage throughout Belgium.
Approach and results
To reach a large audience in the right context, the samples were distributed through an extensive network of Carrefour and Delhaize locations. Consumers received a BE-KIND sample when they visited the supermarket, accompanied by a flyer to enhance the brand experience. This flyer also included an activation that gave shoppers the chance to win a gift card. This provided us with valuable information about the consumer's experience of the sample.
The “trying is believing” approach paid off: a significant proportion of consumers reached were not yet familiar with the product or had never purchased it before. The responses were overwhelmingly positive; tasters particularly praised the taste, texture, and good balance between salty and sweet. Many respondents indicated that they saw the bar as the ideal ‘after-bite’ snack after exercise, and their intention to purchase it in the future was therefore particularly high.
