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What is Cross-Ruff sampling and how do you use it successfully?

Sampling comes in many different forms, none of which are better than the other. The success of a sampling method depends on the need of the product and the location of the target group. A common form of sampling is Cross-Ruff sampling. With Cross-Ruff sampling, a sample is added to another product. In this blog we will tell you more about this form of sampling and show you how to use it successfully.

What is Cross-Ruff sampling?

Cross-Ruff sampling is a form of sampling that uses another product to distribute a sample or discount coupon. The sample is an extra to a product that the consumer has already bought. This form of sampling does not always work, because it is very important that the sample matches well with the other product.

How about the joint use of communication? You can make good use of the communication channels of the product to which you send your sample. A joint campaign can also be set up, such as location-based ads (geofencing).

To give you an idea of Cross-Ruff sampling, here are a number of situations and locations where it is applied: a sample of BBQ sauce or marinade when purchasing a barbecue in the store, a sample of Lay’s Strong chips that fits perfectly with a nice beer and a free sample of Frutesse with the purchase of bread at the bakery. Thanks to the interest of consumers in the purchased product, you immediately reach the right target group.


As we mentioned above, you can only use Cross-Ruff sampling in certain situations or at certain locations. When you do this in the right way, consumers will not easily reject the sample because they have taken the initiative themselves to buy the related product.

But what exactly is the road to success? To give you a good idea of how Cross-Ruff sampling works, we have drawn up a small step-by-step plan:

Step 1: Determine the purpose of the sampling campaign: what do I want to achieve?

Step 2: Determine the target audience of the sample.

Step 3: Find complementary products with the same target group or moment of use as that of the sample.

Step 4: Find a suitable location to add the sample (with another product, in the store, webshop order, etc.).

Step 5: Determine the shape of the sample that matches the product (discount coupon, invitation, trial product, etc.).

Step 6: Analyze the results of the Cross-Ruff sampling.

By following a step-by-step plan, you will get a good idea of what exactly you want to achieve with the Cross-Ruff sampling, how you should use it and what the result is. By doing this in different ways, you will find out what works best.

Webshop sampling

We just mentioned it in the steps above, choosing a suitable location for your sample is very important. If it suits the product and the needs of the consumer, there is a good chance that the sampling will be successful. A location that is often used in Cross-Ruff sampling is the consumer’s own environment when he or she receives a webshop order.

During webshop sampling, a free sample is added to the webshop order. A perfect match is sought between the ordered product and the sample. Consumers can get to know the new product in their own environment and time. The free sample is often seen as a nice extra, it has a surprise effect and also fits well with the product that the consumer actually ordered.

The consumer is often asked to leave feedback about the sample. In this way, you can add samples to multiple types of products and analyze their operation, so you get the best possible effect of the sampling campaign.


At Lime Factory, we have already performed Cross-Ruff sampling several times with webshop orders. Below you will find a selection of these sampling campaigns.

Lime Factory has added a sample of L’Atelier for with every online purchase of coffee. While enjoying a nice cup of coffee, consumers can enjoy L’Atelier’s luxury chocolate.

Another good example is that of the collaboration between Flora Plant and the baker. Flora Plant is 100% plant based. Many consumers who eat bread often smear it with butter. The samples from Flora Plant at the bakery were therefore a perfect match. When purchasing a loaf of bread or baked-off bread, the consumer received a free sample.


Are you curious about the use of Cross-Ruff sampling for your product? Lime Factory can help you. We think along about the successful use of the campaign and look for the perfect match for your product.

Do you have questions about Cross-Ruff sampling or would you like more information about this form of sampling? Please do not hesitate to contact us.

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