The brief
Drive trial, awareness, and education of Rhythm 108 amongst 25 to 40-year-old ABC1 working professionals who lead a healthy lifestyle but enjoy indulging their sweet tooth.
Support product performance in selected Sainsbury’s stores by encouraging repeat purchases among health-conscious consumers who appreciate premium, plant-based treats – while capturing feedback to provide actionable insights.
The solution
Selected Sainsbury’s stores in London were strategically chosen, targeting locations with the highest concentration of Rhythm 108’s audience. The campaign boosted brand awareness in these areas as Gems Ambassadors distributed samples 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, leaflets were provided, informing consumers of Rhythm 108’s availability in Sainsbury’s & Waitrose. Sample recipients also received clear, step-by-step directions to their nearest store, making trial-to-purchase conversion seamless – most being less than a five-minute walk away. Additionally, consumers were invited to participate in a bespoke survey to share feedback, generating actionable insights for the brand.
The results
“Gems is an incredible way to drive awareness of products, recruit new shoppers, and retain them too! The setup was super simple, with fast, hands-on support throughout. When we sampled, we saw one of our best-ever rates of sale for our cookie! The campaign was incredibly thorough and played a key role in supporting our grocery sales in 2024. We’ve since worked with Gems a number of times and excited to continue to support NPD launches in future.”
Brand Manager – Rhythm 108
AVG. NATIONWIDE SALES UPLIFT DURING CAMPAIGN
AVG. NATIONWIDE SALES RETENTION AFTER CAMPAIGN
10,256 samples from the Rhythm 108 range were distributed to employees across 38 carefully selected offices – all within an average five-minute walk from nearby retailers.
With 95% of recipients enjoying their sample and just 8% having purchased the product before, the results were remarkable. Not only did sales increase in the targeted stores, but the campaign also drove a sustained uplift in sales nationwide – proving the powerful impact of hyper-targeted sampling, even at a modest scale.
What’s more, the unsampled Hazelnut Truffle Tablet experienced a 10% sales lift, highlighting the broader brand halo effect created by the activation.
