Sampling a Healthier Breakfast

1. Challenge

Morning snacking is on the rise. With consumers seeking healthy, portable breakfast options, there’s a growing market of products catering to these health-conscious, busy consumers. A prominent breakfast cookie brand wanted to drive trial and educate consumers looking to make smart eating choices in the morning.

2. Solution

We connected the brand manager to a retailer who could reach consumers looking for a healthier morning boost. More specifically, the campaign focused on parents and young families, college graduates, and active individuals. The retailer we recommended over-indexed in these target segments which meant that we could deliver in-context samples along with expected purchases. Welcome to a healthier breakfast.

As part of our process, we include a handshake card with each sample where we invite our audience to take a simple survey. It helps us get the kind the data that allows for ROI calculations, and we delivered vital trial and conversion data to our brand manager.

3. Results

• 49% of consumers who agreed that the product was nutritious purchased a full-size product.
• Just 26% of consumers who agreed that the product was nutritious purchased a full-size product.
• 62% strongly agree that the biscuits were delicious but only 28% agreed that they were nutritious.
• There’s an opportunity to highlight the nutritional benefits of the product.

Key Insights

Consumer Learning

91%

tried the product

13%

of all buyers were new to the brand

39%

bought the full size

113

new flavors suggested to the brand

• Consumers’ most requested new flavors included strawberry, chocolate, cinnamon, and apple-cinnamon
• 71% of consumers were aware of the brand previously
• 51% of consumers who bought any breakfast biscuit converted

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