Weight Watchers ‘Greek Style’ yogurt is manufactured by Yoplait. As the recognised leader in weight loss products, there are many ranges under the Weight Watchers yogurt umbrella including: Citrus, Dessert Recipe and Summer Fruits.
Hotcow were tasked to activate a Weight Watchers Yogurt sampling campaign to drive both trial and awareness of the Greek Style Summer Fruits and Greek Style Citrus Fruits products.
Speed for this campaign was crucial. The stock was short dated and we were given a 3 day lead time from brief to execution. To save time and money, we carried out the activity unbranded, focusing on the volume of samples given out and consumer interactions.
What we did
The campaign was activated as a Guerrilla sampling operation over a 3 day period. Hotcow created a strategic plan to identify key target consumer hotspots throughout London and the South East. Sampling was activated across a variety of diverse locations including train stations, shopping centres, gyms, parks and business centres. 6 teams were dispatched to a different destination each day to sample a 100g sample of single pots along the shopper journey for immediate consumption.
So, what happened:
- 110,272 samples were distributed
- £0.20p – cost per sample
- 360,000 people exposed to the brand and product (interactions plus spectators)
- From survey data, 80% of consumers reacted positively to the brand and a free sample