Danone is the fresh dairy business behind Britain’s fastest growing yoghurt brands. Activia forms part of the core range of their dairy business, and is a delicious creamy, tasty yogurt that contains an exclusive culture – Bifidus ActiRegularis.
Danone have created a new Pear flavour for the Activia range, which they wanted to release and coincide with their above the line campaign starring TV personality and fashionista – Gok Wan. Hotcow were challenged with getting women to trial the new flavour at Sainsbury’s Supermarkets and drive rate of sale.
Using giant replica products ensured Hotcow gained maximum product association and brand recall when consumers entered the store. Sampling was executed front of store to ensure maximum impact and consumer engagement before they started to shop. Product samples were handed opened to encourage on the spot consumption. Sampling was executed Thursday – Sunday to ensure maximum footfall and family audience engagement.
Our strategy was to reach the audience at multiple touchpoints at work and during leisure time – spending quality time interacting with them. The location plan focused on a cluster strategy to enable the target audience to see the product multiple times during their daily lives to increase both product awareness and understanding.
What we did
Hotcow created an Activia sampling tour over 25 days in South East UK, which showcased Activia’s new pear flavour though the use of giant yoghurt pots. Stand out branding and enthusiastic brand ambassadors meant that the sampling was not simply functional, but an engaging experience for the target audience. Shoppers were able to trial a full size pot of the new pear flavour with a huge emphasis placed onto shoppers BEFORE they began their weekly shop. Further promotional staff positioned ‘in- aisle’ then used tried and tested sales techniques, to encourage purchase and increase sales. The Activity also coincided with an in-store price promotion at Sainsburys stores which our teams promoted during the sampling activation.
So, what happened:
- 78,000 samples distributed.
- Activity achieved on average 290% above average sales rates
- 98% increase on pear sales for over 6 weeks after the campaign
- Sales halo effect on other flavours