Brushpicks™ - “Point of Pick” Sampling Tour
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Challenge:
Build a fledgling brand from a cult following to a category leader using hand-to hand sampling alone. Increase consumer base significantly and create broad appeal for this niche product. Drive sales through the roof.
ZAG Solution:
Send armies of well trained brand ambassadors to flood major, strategic, food festivals and other large consumer events where “street foods” are the delicacy of choice. Utilize strong call to action branding, well trained staff and a carefully conceived pitch to influence people in a place and at a time when they need Brushpicks™ the most – while they’re eating foods like roasted corn, barbecued ribs, kettle corn and cheese steak sandwiches. In addition to saturating each market with red-shirted samplers, custom designed, “take one” displays were strategically placed at all food vendor booths and vehicles for additional exposure.
RESULTS:
- Program has been running for 4 consecutive years
- Program has been single-handedly responsible for double digit sales growth with clear data to show correlation between sampling activity and sales
- Brand became category leader after only 1 year of the program
- More than 10 million consumers have been reached on a one-to-one basis
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