Olly's
The brief
Drive trial, awareness, and education of Olly’s Pretzel Thins amongst 25 to 40-year-old, university-educated professionals in creative & professional industries (ABC1) who prioritise a healthy diet.
Support product performance in selected Tesco stores by encouraging repeat purchases among health-conscious consumers who value premium quality – while capturing feedback to provide actionable insights.
The solution
Selected Tesco stores were strategically targeted, focusing on locations with the highest concentration of Olly’s Pretzel Thins’ target audience. The campaign elevated brand awareness in participating areas as Gems Ambassadors distributed Olly’s Pretzel Thins during key snacking moments. Brand messaging and retailer availability were reinforced through multiple touchpoints, including posters, leaflets, and a dedicated campaign microsite.
To further drive post-trial purchase, money-off coupons were provided, incentivising consumers to buy Olly’s Pretzel Thins at Tesco. Sample recipients also received clear, step-by-step directions to their nearest store, encouraging trial-to-purchase conversion; with most being less than a 5 minute walk away.
Additionally, consumers were invited to participate in a bespoke survey to provide feedback, generating actionable insights for the brand.
The results
SALES UPLIFT IN SUPPORTED RETAIL STORES
40,960 Olly’s Pretzel Thins were sampled across 110 workplaces within a short walking distance of their nearest stockist, leading to an estimated 11,491 new customers. With 94% of consumers enjoying their sample, it’s no wonder the targeted stores saw a 66% increase in sales, with the top performing store seeing sales rise by a staggering 11.6x
