Breyers
Low calorie sampling campaign among Belgian athletes
Breyers is delicious ice cream but contains as much as 30% less sugars and calories than other ice creams. So even the most conscious and athletic consumer can feel free to sin with Breyers ice cream. In order to introduce this ice cream to the target market (consciously living) men and women between the ages of 20 and 50, Breyers asked us to create a sampling campaign.
Approach and Results
We organized a small sampling campaign at a number of Intersport branches and had employees hand out samples. In addition, we asked consumers who received a sample to participate in a survey.
This involved an extensive survey in which, in addition to the regular questions about their intention to buy the product more often, we also asked if the product fit into their lifestyle and where they would most like to buy Breyers. This research gave Breyers very valuable insights.
