Building new product awareness with consumer sampling

The Challenge

Driving consumer trial

Introducing UK consumers to Cafe Latte and the growing chilled coffee concept through guerrilla marketing services

Despite the expansion of the coffee market in the UK, iced coffee drinking remains a novelty for most. Emmi looked to sample their Caffè Latte drink to inspire new consumers to make it their drink of choice by building brand awareness and letting consumers trial the delicious taste for themselves.

Education was key: our challenge was to address low awareness of iced coffee as a grocery product, rather than just a coffee house chain staple.

The Idea

Highly branded sampling team

Funky megavan was designed to be highly mobile whilst delivering high volume chilled samples

Part of the delivery of our guerrilla marketing services included creating a mobile Caffè Latte café funky megavan conversion, distributing generous chilled samples to give an instant taste of “fresh coffee, ice cold.” During the week, we targeted working adults on their way to and from work. At the weekends, we activated at groceries to sample and convert consumers as they completed their weekly shop.

The Result

150,000

Trialists

+693%

Sales uplift at Tesco

+481%

Sales uplift at Sainsbury’s