Wattie’s Very Special Soup In-Store Sampling

Wattie's Very Special Soup

Brief

Product  Placement was tasked to plan and execute a national sampling campaign in Progressive and Foodstuffs supermarkets during Wattie’s Soup Month with the objective of encouraging customer to make an on the spot purchase, encourage future purchase, increase product awareness and enhance trade relationships.
Target market
Primarily female, general household shopper, aged 25+ years – new and existing consumer of the ready-to-server soup segment.

Wattie's Very Special Soup

Creative delivery
148 sessions were conducted in the main metropolitan regions of New Zealand. Young and vibrant Wattie’s ambassadors promoted the soups in-store with a branded stand and microwave dressed in a Wattie’s Soup Month apron.

Duration
Each session was of 4 hour duration for 2 consecutive days per store on the busiest days Thursday-Sunday.

Summary
The campaign proved to be a successful branding exercise for Wattie’s Soups and helped strengthen an already well-known brand in the market place. As expected, increased sales were reported during the sampling month and hundreds of customer connections were made, helping to leverage existing marketing strategies.