Case study
Nice Rice: Office Sampling
Nice Rice is a challenger brand shaking up the microwave rice category with bold flavours, real ingredients, and a refreshing personality. The brand aims to make quick meals more exciting and nutritious, without compromising on taste or convenience.
The brief
To support an in-store price promotion at Waitrose, Nice Rice tasked us with driving trial and awareness among busy professionals — a key audience for convenient meal solutions.
The goal was to spark product trial, encourage repeat purchases, and create local buzz around the brand near selected Waitrose stores.
Mechanics
We executed an office sampling campaign targeting professionals in 24 locations within walking distance of key Waitrose branches.
The campaign included:
- 5,000 samples of Nice Rice distributed across selected offices
- Targeting offices near nine key Waitrose stores, including King William Street, South Bank Tower Estate, Canada Square, Walbrook, North End Road (London), Putney High Street, Cherry Tree Walk, Western Road (Brighton), and Neville Road (Hove)
Messaging focused on flavour, ease, and the Waitrose price promotion, making it simple for recipients to act on their positive sampling experience.
Each interaction was supported with brand messaging and QR codes linked to stockist information, and the ongoing promotion supported each interaction.
Results
The office sampling campaign delivered strong results across trial, intent, and advocacy:
5,000 samples distributed across 24 offices
42.7% said they would buy the product
45.7% said they would recommend Nice Rice
Estimated 140% sales uplift during the campaign
Deliverables
5,000 samples delivered across 24 offices
End-to-end campaign management
Sampling team and logistics support
In-depth reporting and insight generation
Alignment with in-store activity
Like what you see?
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