Case Study:
Ithaca Squeeze
The Brief
Ithaca Hummus and From The Ground Up Snacks joined forces for a collaborative product sampling campaign, combining the bold freshness of Ithaca’s hummus with the crave-worthy crunch of From The Ground Up’s cauliflower crackers. Their goal was simple: engage health-conscious young adults and families with an authentic snacking duo while driving trial, boosting brand awareness, and increasing purchase intent.
The campaign was designed to target participants located near retail locations stocking both products, ensuring ease of redemption for the provided coupons and a direct link between sampling and in-store sales.
The Solution
We identified and activated a curated network of 88 companies across Florida (specifically in Orlando and Tampa) chosen for their proximity to 214 retail locations carrying the featured products. Campaign participants received complimentary samples, as well as money-off coupons to encourage immediate trial and repeat purchase.
Our highly targeted approach ensured:
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Maximum brand relevance and accessibility
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A powerful co-branded experience built on product synergy
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Immediate in-store availability to convert sampling into sales
Consumer feedback was captured via post-campaign questionnaires to evaluate impact on awareness and purchase intent.
The Results
The campaign reached 15,000 consumers and generated 2,818 completed questionnaires, revealing significant brand lift for both partners:
Ithaca Hummus
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26% had heard of the brand pre-campaign
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14% had purchased it previously
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Post-campaign, 87% said they would purchase it
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100% brand awareness achieved among participants
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+73% increase in purchase intent
From The Ground Up Snacks
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28% brand awareness before the campaign
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19% had previously purchased
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84% said they would purchase post-sampling
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+65% increase in purchase intent
The campaign not only delivered strong engagement—19% of participants completed feedback—but also validated the power of collaborative sampling in driving meaningful results across brand awareness, trial, and conversion.
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