Red Band

High appreciation and intention to buy product more often after sampling campaign

The iconic candy brand Red Band asked us to help them with a sampling campaign with the goal of encouraging trial of their Real Fruit among a broad target group of consumers who (occasionally) buy candy.

Approach

To encourage trial and repeat purchases, we decided to sample in over 50 Plus and COOP supermarkets across the Netherlands. With each purchase, cashiers handed out a sample of Real Fruit, along with a flyer that included a QR code and link to a short survey. A total of approximately 100,000 samples were distributed.

Results

The consumer insights we gathered clearly showed that consumers were very enthusiastic about both the campaign and the candy. Our benchmark allowed us to compare the results of the study with similar products in the same product category. For example, it was found that the repeat purchase intention of Red Band Real Fruit was higher than other candies.

We have worked with Lime Factory in a pleasant way. They listened carefully to our wishes and we were happy with the clear agreements we made beforehand. Thanks in part to the smooth and clear communication throughout the process, we can look back on a very successful activation Ed Dalemans, Sr. Shopper Marketing Manager

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