Build trial of Arnott’s Light & Crispy Shapes range whilst increasing awareness with females 24-35 as a lighter, crispier and more permissible Shapes flavour hit that encourages moreish snacking moments. Engaging concept ideas will create talkability and word-of-mouth amongst consumers about Shapes NEW ‘Light & Crispy'.
A mass targeted sampling campaign was activated across the country at contextually relevant events, offices and Guerilla activation days. The nature of Guerrilla activations suited the sampling environment, allowing the team to target the highest footfall areas in each selected region. Sessions were adaptable so they could be scheduled around favourable weather conditions and popular events. Office Sampling allowed 5iveSenses to sample directly to the target market in their workplace, consequently creating a buzz within the workplace. Sampling campaign was planned inline with TVC commercials and other advertising platforms.
The campaign achieved a sample reach of over 285,000 samples across 41 activations, with nearly 400,000 interactions with the target market and general consumers.