Case study

Stay SMUG: Sampling Tactically to maximise ROI

SMUG is an FMCG brand built for consumers who appreciate quality, value, and a touch of confidence in their everyday choices. With a bold personality and a playful attitude, SMUG transforms everyday essentials into products people feel good about buying and using.

The brief

To support the launch of Kerry Dairy’s new snacking product SMUG in Sainsbury’s, the objective was to drive rapid trial in a competitive savoury snacking category. The challenge was to reach taste-conscious, time-poor consumers at a genuine snack occasion, where taste and convenience would be key to driving consideration and purchase.

Stay SMUG: Sampling Tactically to maximise ROI gallery image

Mechanics

We delivered a targeted office sampling programme across London, Manchester and Birmingham, activating workplaces near Sainsbury’s Local stores. This created a clear route to purchase, connecting in-the-moment trial with immediate retail availability, supported by insight capture to measure response and inform future launches.

Results

Delivered a high-impact, targeted sampling experience among a office audience, strategically positioned to drive footfall into nearby Sainsbury’s Local locations. This approach not only built strong awareness and trial but also translated into a notable uplift of in-store performance, demonstrating clear effectiveness in linking brand engagement with measurable sales outcomes.

20,000 samples distributed to ABC1 office consumers

Targeted activation near Sainsbury’s stores

Estimated +70% sales uplift post-campaign