Case study
Recipe for Success: Driving Awareness and Trial for Cartwright & Butler
Cartwright & Butler is a Yorkshire-based luxury food and drink brand renowned for its premium biscuits, confectionery, preserves, tea, coffee and gifting ranges. Established in 1900, the brand has built a reputation for combining high-quality ingredients, traditional recipes and distinctive packaging, making it a popular choice for both everyday indulgence and gifting occasions.
The brief
Cartwright & Butler wanted to engage shoppers directly at the point of purchase, driving trial of its premium confectionery and biscuit ranges while gathering authentic consumer feedback. The objective was to increase brand awareness, demonstrate product quality, and encourage purchase consideration across key locations throughout the UK.
The Solution
We delivered a nationwide in-store sampling campaign across multiple cities and stores, deploying brand ambassadors to offer shoppers a sample of products. Alongside product sampling, ambassadors engaged consumers in conversations about the brand’s heritage, quality ingredients and gifting appeal, while capturing valuable customer feedback and insight.
The Outcome
The activation generated overwhelmingly positive responses, with most locations recording taste ratings of 5/5 and purchase likelihood scores of 5/5. Shoppers consistently described the products as rich, buttery, luxurious and unique, with many highlighting their appeal as premium gifts. The sampling activity successfully reinforced their premium positioning, increased consideration among new consumers, and drove strong engagement across stores nationwide.
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