Case study
Oddly Good: Office Sampling
Oddly Good is a global brand proud of its Nordic roots and quality. They have created a wide range of delicious plant-based products available in supermarkets, stores, and cafes worldwide. The brand’s quality, wide range, and look allow them to stand out in the crowded plant-based alternative marketplace.
The brief
We partnered with Oddly Good to deliver an engaging Office Sampling campaign in Dublin, designed to boost awareness of their Barista Oat Drink and support the brand’s growing retail presence. By connecting directly with consumers in a professional setting, the campaign aimed to showcase the product’s quality while fostering brand recognition and loyalty.
Dublin was strategically chosen for this activation due to its vibrant and expanding plant-based market. According to recent research, one-third of Irish consumers regularly opt for dairy alternatives, signalling a clear demand for high-quality, plant-based options like Oddly Good’s Barista Oat Drink. This insight guided our decision to position the brand within a key demographic eager to explore new and innovative products.
Mechanics
We distributed 1,440 product samples across 12 office locations in central Dublin, aiming to encourage product trial and gather valuable consumer insights. Recipients were directed to share their thoughts through our dedicated feedback platform, The Loop, creating a seamless way to engage with the brand.
By focusing on office locations, the campaign effectively targeted a receptive and diverse audience. The samples provided a welcome disruption to their daily routine, sparking interest and prompting many to share their experiences, ensuring the brand left a lasting impression.
Results
This campaign has not only increased awareness but the insights from this campaign have allowed the brand to decode their consumers’ preferences. The campaign generated a 7.3% response rate, which is within the typical 5–10% range for similar products, meeting performance benchmarks.
From these responses, we gathered many valuable consumer insights, such as;
Although oat milk was the most popular dairy alternative, consumers aged 25–44 were more likely to explore dairy alternatives beyond oat milk, such as almond (48%), coconut (27%), and soya (17%)
35–44 year-olds (51%) were more likely to be habitual dairy alternative drink consumers than 25–34 year-olds (27%)
Female respondents were more likely than male respondents to be daily consumers of dairy alternative drinks, with 31% of females reporting daily consumption compared to 22% of males
Deliverables
Print
Product Sampling
Planning & Logistics
Data Capture & Presentation
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