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The Brief
Hartley’s partnered with us once again to launch a vibrant New Year campaign, promoting Hartley’s 10 Cal Jelly as the perfect low-calorie sweet treat for consumers across the UK who were looking to make healthier choices while still satisfying their sweet tooth. The goal was twofold:
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Increase trial and awareness among health-focused consumers starting their January wellness routines.
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Raise visibility of the product's placement in supermarket middle aisles, which typically receive only 14 percent of customer footfall.
The Solution
We created Joyful January, a fully integrated sampling campaign designed to bring Hartley’s brand personality to life and connect with consumers in a fun, engaging way.
Our approach included:
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A branded microsite called the "Hub of Joy" to centralise campaign activity.
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Personal video messages from Hartley’s celebrity ambassador Vicky Pattison, creating buzz and boosting engagement.
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Interactive in-office activations featuring balloons, confetti, and surprise prizes to spread joy and encourage sampling.
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Incentive-led competitions and bespoke feedback questionnaires to capture consumer insights.
Rather than simply distributing samples, we focused on delivering a joyful and memorable experience that made trying the product easy, exciting, and shareable.
The Results
The campaign delivered outstanding results and was recognised by the industry with two IPM Awards for excellence in brand partnerships and strategic insight.
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230,000 samples distributed across the UK
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55,737 completed consumer questionnaires, with a redemption rate of 24.23 percent, the highest in our internal records
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69 percent of participants said they would purchase the product after trying it (38,459 respondents)
This campaign demonstrated the power of combining emotional engagement, targeted sampling, and clever in-store positioning to drive both short-term trial and long-term brand impact.
Case Study:
Hartley's 10cal Jelly
