Case study
Cawston Press: Office Sampling
For over 30 years, Cawston Press have been pressing fruit to create one of the UK’s best pressed juice brands, no jiggery-pokery! Stocked across all major retailers, Cawston Press are squeezing the market.
The brief
In line with Cawston Press’ summer ATL campaign, they wanted to sample their Cloudy Apple Juice. We aimed to learn more about their key target audience and gain insight into education around healthy drink choices.
Mechanics
For this campaign, we opted to conduct our sampling activities in offices instead of traditional methods. This decision aligns with the brand’s goal of better understanding its consumers.
Our Office Sampling solution entails distributing complimentary product samples to employees in offices across the UK. In return, consumers provide feedback through short, customised questionnaires which are bespoke for each campaign.
We selected 25 offices to sample Cawston Press’ Cloudy Apple flavoured drink, all located near stores that carry the product. Additionally, we designed posters to be displayed in the office buildings to promote the initiative and encourage more participation. These posters also featured a QR code, allowing individuals who scanned it to access a bespoke questionnaire to share their thoughts about themselves and the product.
Results
The campaign was highly successful; we sampled 6000 units of Cawston Press’ Cloudy Apple Juice and gathered some invaluable consumer insights such as:
28% of respondents had trialled Cawston Press before
Those aged 25 – 34 y/o were most likely to consider purchasing again (63%)
Female respondents were more likely to consider buying again
Almost 80% of respondents knew what ‘From concentrate’ meant
Deliverables
Planning & Logistics
Graphic Design
Print
Product Sampling
Data collection & presentation
GottaBe! ‘s office sampling service allowed us to obtain real customer insight without a hefty customer research budget. Having tangible customer verbatim and an indication of repurchase intent and awareness was really insightful.
Laura Dickinson
Brand Manager
at
Cawston Press
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