Case Studies

Beneful Medleys for Dogs

Sampling in Groomers and Parks

THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP
THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP THE IN GROUP

The Brief

Get sample cans of this new food into the hands of dog owners that like to pamper their pooches, but are also very nutrition-focused.

The Solution

A multi-pronged campaign was developed. THE IN GROUP recruited dog groomers and dog cafes to give out the product samples to their clients. Brand Ambassadors gave the product out to people with dogs in popular dog park locations.

The Rollout

114 dog groomers gave samples and vouchers out to clients and displayed a POS unit, posters and counter cards in their reception areas.

20 dog cafes were also recruited to give out the samples and vouchers and display branded dog bowls.

44 dog parks were identified as the most popular dog parks and Brand Ambassadors sampled in these parks. Times, weather, events and many other variables had to be taken into account to ensure target numbers could be reached.

The Results

  • 35,000 samples given out by dog groomers.
  • 2,000 samples given out by dog cafes.
  • 4,224 samples given out in dog parks.
  • Overwhelmingly positive response from all locations with great feedback on product and high propensity to purchase.
Service THE IN GROUP
Industry Pet
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