Popular cheese brand Mainland recently added to their snacking range with a selection of Cheese & Artisan Crackers, pairing delicious savoury cheeses with sweet crackers baked in small batches for a light crispy texture. With three options available — Tasty Aged Cheddar with Cranberry & Sunflower Seed Crackers, Colby with Fig & Black Olive Crackers, and Extra Tasty Aged Cheddar with Date & Apricot Crackers — these great tasting combinations offer a fancier, more premium take on the typical cheese and cracker snack pack.
Looking for the perfect way to get their newest range in the hands (and shopping trollies) of food-loving Aussies, Mainland partnered with HelloFresh to run a sampling activation. Using Brandcrush’s end-to-end booking platform, Mainland partnered with HelloFresh to get samples of their Cheese & Artisan Crackers included in weekly meal boxes, delivered to tens of thousands of homes of premium, foodie customers across Australia.
The activation included two samples of the Mainland Cheese & Artisan Crackers per meal box, an in-box flyer with information on the product, and directions to a dedicated landing page where consumers were incentivised to fill in a feedback survey with the chance to win a prize.
The consumer response to the products was overwhelmingly positive, with an average product rating 4.8/5 from 697 responses. Overall, 98% of customers who tried the product said they really liked or loved the product, while an impressive 88.4% said they would be likely to purchase the product in-store after having tried the sample.
The campaign was a huge success for both Mainland and HelloFresh, demonstrating the power of hypertargeted brand partnerships. Mainland received valuable consumer feedback, built product awareness and drove new customer purchases in-store, while HelloFresh benefitted from surprising and delighting their meal box subscribers with a free sample of a product they loved (all while getting paid, of course!).