Case Study: Birdseye

Campaign Objectives

To drive mass trial of the new Vegetable Fusions variant across Tesco and Asda stores.

Strategy

ATMs at selected Tesco and Asda were chosen for this campaign to match product distribution. In order to drive mass trial of the product, a "free product" coupon receipt was delivered via ATMs across selected Tesco and Asda stores. ATM coupon receipts served as a credible alternative to traditional sampling activity, which would have delivered smaller coverage at a higher cost per sample. The screen element of the campaign was also an effective way of communicating the product benefits and directing customers to the location of the product in-store.