To drive awareness and trial of Cuddly Fabric Softener and its values with mid-socio women.
A gift with purchase campaign in all 46 Bed Bath and Beyond stores.
Samples were given out by staff with relevant purchase items to keep cuddly, such as towels, robes and sheets.
All stores ran an in-store competition, with customers signing up to go into the draw to win a ‘Cuddly Pack’ including BB&B items as well as Cuddly product.
BB&B promoted the campaign via three Facebook posts reaching 10,000 people and in their mailer going out to approx 1 million customers.
Collateral to promote the sampling and competition was also displayed in each store.