Handing out healthy treats to freshen up the definition of indulgence

The Challenge

Drive trial of new Muller Greek Corners by framing the sampling in an engaging manner, beyond simply receiving a free pot.

Real World Thinking

People generally believe that ‘thick’ yogurts are bad for you, so we brought a slice of Greek freshness and evocative flavour to the British Isles – distributing Müller Corners whilst transporting people to a land of healthy indulgence.

The Execution

Two teams were sent out into the field; one to supermarkets, the other a roaming tactical team that toured offices and town centers to maximise reach.
Whilst handing out over 400k samples across the UK, both teams communicated the benefits of Greek yogurt (and intrinsically associated it with indulging) by engaging people in the question “What is your ultimate healthy indulgence?” Then to reinforce the key messages of the product there was a chance to win a luxury spa break to Crete for anyone who got involved.

The Results
406,525 samples distributed across 44 live days
+46% sales two weeks post
8.4 pots purchased for every one handed out over 12 months
muller corner greek yogurt sampling
muller corner greek yogurt sampling

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