Popular tinned tuna brand, John West were excited to drive awareness and trial for their new Protein+Calcium Rich Tuna, which offers an impressive 100% of the recommended daily calcium intake in every tin. The brand wanted to run a sampling campaign with cafes, prompting customers to think about whether they’re getting enough calcium within their day.
With many consumers switching to a non-dairy milk for their daily cup of joe, therefore missing out on their usual calcium intake, Liquid Ideas (John West’s agency) thought it’d be a good idea to tap into this growing consumer trend by engaging with dairy-free consumers at their favourite coffee spots.
For the launch of John Wests’ world first Protein+Calcium Rich Tuna, sampling partners were required to distribute one free can to each customer, with a particular focus on those who were ordering non-dairy milk drinks to encourage the idea of calcium consumption.
Through hyper targeted sampling, John West was able to build and execute a campaign where they reached a total of 8,520 cafe goers across 19 booked spaces at an average CPR of just $0.39.