When Kellogg’s launched their exciting new range of cereals inspired by ancient civilisation, they wanted to bring a taste of history in to the present. Featuring grains not before seen in the cereal aisle, the products would be completely new to Asda customers. Kellogg’s therefore wanted to give shoppers a taste of the new range, while educating them on the natural and nutritional benefits of these special ancient grains.
We wanted to give customers a full sensory experience, allowing them not only to taste the new cereal but to become fully-immersed in the Ancient Legends brand. We set up a Die Cut sampling stand in over 200 Asda stores and enlisted 40 brand experts in ancient history-inspired costumes to communicate the key USP’s to customers and encourage sales. In-store speaker announcements supported the sampling colleagues, directing customers to the stand and educating them on the exciting new products available in store.
The sampling campaign exceeded expectations with a 293% average unit uplift of the Kellogg’s Ancient Legends range in one week. The campaign reached over 175,500 customers with a 33% engagement rate, making the campaign one of the most successful to date. Customers were encouraged to feedback on the products, with many shoppers remarking how delighted they were with the introduction to the ancient grains concept.