Increase penetration through a sampling campaign in Belgium

Felix offers a wide range of cat foods. Felix's daily cat food is already purchased by many consumers, but Felix was particularly keen to increase the penetration of their cat snacks. A targeted sampling campaign was to help them do this.

Approach and Results

Given Felix's goal of increasing penetration, we chose only sampling channels where most sales of cat snacks also occur: supermarkets and pet stores. We have made a selection of Delhaize supermarkets and pet stores spread across Wallonia and Flanders.

To encourage repeat purchases, each consumer was given a flyer with a discount coupon in addition to the sample. The campaign was very well received.

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    Chris Hagens