Successful sampling campaign for Royco
A majority of consumers say they are more likely to buy a product if they have been able to taste or test it first. Sampling campaigns are therefore a valuable addition to your marketing mix—for example with samples of perfumes, personal care products and dry food items.
Soup brand Royco also recognized this as an effective way to introduce consumers to their renewed product range.
Natural instant soup
As a market leader, Royco’s mission is to enhance the natural qualities of instant soups and increase their consumption. The soups are produced without colorants, flavor enhancers or preservatives.
Acquisition campaign
Group Joos produced an acquisition campaign to attract a broad and new audience. The design was created by LDV United, and Group Joos produced more than 400,000 samples.
The campaign consisted of a personalized window envelope containing a sample of the new soup and a discount coupon for a future purchase. The paper was printed recto-verso on rolls, after which the samples were machine-attached using glue dots.
Sample distribution
The samples were distributed through various channels. First, they were handed out at checkout counters in several supermarkets. Secondly, they were integrated into a direct mail campaign of a large supermarket chain. Finally, the samples were also distributed via meal boxes.
This campaign ran from October through December 2022.
