Tabasco Sauce In-store Sampling May-June 2009

Brief
To promote awareness and increase sales of Tabasco Sauce by executing a national in-store sampling campaign in key supermarkets across the country.

Target Market
20 -45 year old males or anyone who loves a hot taste. General household shoppers looking for innovative flavour enhancers.

Creative Delivery
31 sessions conducted in Foodstuffs supermarkets in the main metropolitan areas of New Zealand during May and June 2009. Staff of young and vibrant brand amabassador’s promoted 2 varieties of Tabasco Sauce in-store by serving it accompanied with cream cheese on a water cracker.  The team server the crackers from a tray which allowed a larger demographic to be be capture in-store. Recipe cards were handed out to potential customers highlighting the many uses for Tabasco Sauce.

Duration
Each session was of 3 hour duration between 3pm and 6pm on weekdays and 11am – 2pm on weekends.

Summary
Hundreds of customer connections were made resulting in increased sales and greater product awareness, particularly of the less known green Jalapeno variety. The cut-through rate was very high with approx 90% of people approached happy to take a sample of Tabasco Sauce.