The Brief

Get peanut butter lovers to try the new Kraft Whipped Peanut Butter. As the product was a new concept, trial was an important driver

The Solution

A sampling campaign in 100 office lunchrooms nationwide reaching 15,000 staff.

The Rollout

Each office agreed to display jars of the peanut butter and crackers in their lunchrooms for staff to try. (THE IN GROUP arranged crackers from Griffins at no cost.)

A4 display cards and shelf wobblers were also displayed to enhance branding.

A photo competition was run to enhance engagement with office staff to go in the draw to win a Cadbury goodie pack.

A branded e-memo was sent from the office manager to staff to promote the sampling and the photo competition.

The Results

• 80.6% of office managers said they would purchase the product.

• Staff loved the product. Feedback indicated many people went straight out and bought it and were telling family and friends about it.