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Breakfast as an ideal FMCG touchpoint
When the smell of freshly baked goods wafts through the bakery, it is exactly the right time to make an impact with brand messages. Our distribution showed that referral marketing with product samples works best where people are open to new things, such as when picking up bread.
In cooperation with a well-known Viennese bakery chain, we had meat and fish spread samples handed out in 82 branches directly with every bread order. Personally, sympathetically and at the right moment. The products thus became a small gift rather than an advertising message.
Trust to go: Why referral marketing with product samples works
The personal handover makes all the difference: studies such as the Ambient Meter show that recommendations from trusted individuals generate almost twice as much incentive to buy as anonymous distribution. Our partners in the bakery, i.e. the sales staff, have thus become brand ambassadors.
Our campaign was supported with:
- informative flyer,
- a competition with attractive prizes,
- Visible displays in brand look
- and posters directly in the store
The result was a consistent, credible experience with a high recognition value.
Product samples at the right moment: this is touchpoint sampling
The combination of flavor relevance and proximity to everyday life makes this sampling case so special. Anyone who picks up fresh bread early in the morning or at lunchtime has an appetite and is open to new things. The surprise effect was guaranteed, as was the emotional anchoring of the brand in the moment of enjoyment.
Conclusion: A sample for bread, a plus for the brand
This distribution campaign shows that referral marketing with product samples unfolds its full effect when the place, time and handover are right. The personal approach in a trusting setting, supported by visual branding and interaction, makes sampling an experience.
