Wellington's Sampling Campaign Case Study
Wellington's launched their famous bottled sauces in convenient, on-the-go squeeze-pack sachets. The job: to develop a sampling campaign that would allow consumers to taste and purchase the sachets, and encourage trade to stock them in their respective establishments.
With a sound knowledge of the South African market, we created a sampling campaign that attracted consumers to sample the sauces through their favourite street food at their trusted vendors. This allowed consumers to taste the sauces as an accompaniment to their favourite food, by partnering with street food vendors we incentivised them to stock the sauces and sell them with their food.
The strategy was a success; consumers got to learn about the squeeze-packs and experience value for money -
as one sachet was enough to share between two people. And in the informal market environment, where the consumer's favourite food is affordable and filling, it was made even more delicious with Wellington's.
