Knorr Vegetable Pasta
The power of sampling action lies in its logic
The brief: create a strong sampling campaign with key touchpoints to introduce higher-income families to Knorr Vegetable Pasta and encourage them to (repeat) purchase.
Approach and results
The strength of our way of sampling through retail channels lies in the logic and associative relationship between (sampling) location and product. For Knorr Vegetable Pasta, we did not have to think long to find a suitable sampling channel; namely grocery stores. There we could also reach the target group (families with higher disposable income) perfectly. Additional research showed that we were able to reach many "new consumers" and that the (repeat) purchase intention among them was very high.
