Delivering a new way to lunch

Brand challenge

Warburtons wanted to increase the penetration of their Thins range and yield direct ROI, whilst simultaneously holding off the threat from emerging competitor brands in the category.

Strategy

A combination of factors made this product perfect for direct high volume sampling. The audience was broad, the penetration was low but with the potential for high frequency ongoing purchase, and above all it's a great product. Therefore a well targeted, contextual, and efficient system of mass sample distribution had the potential to deliver big rewards.

Action

Armed with packs of product, teams visited demographically targeted London area offices and sought to get them to switch Warburtons Thins into their lunch that day. Although the product has broad relevance, special attention was paid in offices to the bulls eye target consumer, who were given extra packs to share amongst friends, as well as coupons aiding future purchase.