Case Study:
Kodiak Oatmeal
The Brief
Kodiak Cakes, known for their high-protein, whole grain breakfast products, partnered with us in Summer 2022 to execute a three-wave sampling campaign. The goal? To generate product awareness, drive trial, and achieve a minimum 15% consumer engagement rate by connecting directly with their core audience: young mothers and family decision-makers across key cities.
This campaign rolled out across Cincinnati, Salt Lake City, and other areas of Utah, with each wave focusing on a specific Kodiak product. In Wave 1, the spotlight was on Kodiak Oatmeal Cups, with the dual objective of driving trial at breakfast and snack time while collecting actionable feedback from their target demographic.
The Solution
We activated a desk-drop sampling strategy, delivering 9,444 Kodiak Oatmeal Cups and vouchers directly to consumers in office environments. Timing was key: we placed samples on desks first thing in the morning or in the early afternoon to influence participants to try the product during breakfast or as a midday snack.
Our approach ensured maximum visibility and relevance, making the product part of consumers’ natural routines. Participants were then encouraged to complete a post-campaign questionnaire, designed to deliver deep insights on purchase intent and product perception.
The Results
Wave 1 of the Kodiak Cakes campaign surpassed expectations, delivering strong engagement and high-quality consumer insights:
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9,444 Consumers Reached
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1,548 Completed Questionnaires
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92% Purchase Intent
With a 16.4% response rate, the campaign exceeded the original 15% engagement goal, showing strong enthusiasm from the target audience. Even more impressive, 92% of respondents indicated they would purchase the product.
In addition to quantitative success, the campaign delivered rich qualitative feedback from Kodiak’s bullseye customer. Participants shared valuable suggestions on new flavour variants and provided detailed preferences. insights that are invaluable not only for improving existing products but also for informing future product development and launches.
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