- UK Broadband
- Blackberry
- Hunger Breaks
- Typhoo
- Birds Eye
- Cadbury
- Lotus
- Greene King
- Brahma
- Carlsberg
- FSA
- MFI
- Domestos
- Bacardi
- Malibu
- Timberland
- Braun
- Walker Books
- Virgin
- Sunsilk
- Harveys
- Nesquick
- Confetti
- Habitat
- Evening Standard
- EQO
- Samsung
The Challenge
- Müller Rice remains a unique product within the Müller portfolio
- Focus groups have shown that negative perceptions are quickly overcome by sampling
- A highly visible, mass sampling campaign was seen as a solution to take the product to the people
- Rice had previously seen little support above the line, and this activity represented a significant part of the marketing budget for 2009
The Solution
- A branded double decker bus and indoor stand toured high footfall locations nationwide
- The product was the focal point, hence large pack shots, and continuous product mentions over the PA
- Consumers were asked to try the ‘Perfect Snack’ in shopping centres, town centres, universities, offices and music / lifestyle events
- Consumers were also asked to complete a competition form for a chance to win £2,000
The Result
- 1,000,000 pots were distributed over 12 weeks
- Over 48,000 entries to the competition
- Over 10,000 new data entries to database
- 4wk penetration grew 8.3% yoy
- Average 7.3 pots purchased by those sampled – the highest of any Müller activity
- Consumers told on average 5.4 people about the activity
