Are you a brand looking to trial a new product line with hyper-targeted consumers? So were Picky Picky Peanuts. Learn how this clever brand used Brandcrush to get more than 22,000 product samples into the hands of millennial males.
Picky Picky Peanuts (owned by Bega Cheese) wanted to raise awareness and gain valuable feedback on three product flavours from their target audience of 18-29-year-old men. They used Brandcrush to find and connect with businesses that offered direct access to this consumer group, booking in sampling activations with 16 Barber and Bottle Shop spaces in Melbourne, Sydney and Brisbane, including Jimmy Rods, Men's Biz and Bottle House.
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Over a week-long campaign period, Activation Hosts at these locations distributed a total of 22,600 samples to their customers as a gift with purchase.
The activations were a smash hit — here are just a few of the great pieces of feedback received from customers and Activation Hosts:
“The favourite was chilli and lime followed closely by the vanilla latte. People enjoyed all the products provided and also said Vegemite was good and liked that the taste wasn't too strong.” - Jimmy Rods, The Gap.
"I had no idea how powerful the collaboration would be. The Picky Picky Peanut brand and flavours actually brought customers back into the store. It created a fantastic talking point, and we are keen to explore a stockist relationship as well." - Bottle House, Balaclava & South Yarra.
"The package size was the perfect size for our clients to hold while having a haircut. The broadway staff loved the idea of being able to offer their clients free beer and peanuts." – Jimmy Rods, Broadway.
By sampling in spaces already aligned with their target market, Picky Picky Peanuts were able to connect with consumers in a way that was meaningful to their product: in a relaxed environment, served alongside a nice cold beer. This is product sampling the way it should be — intimate, relevant and effective, with the added bonus of 40+ Instagram-worthy images that Picky Picky Peanuts were able to share on their social accounts.
