Case study · Food
Green Giant Express Sweet Corn Sampling Street and Office Sampling | 9 UK Cities
The story in brief
Green Giant launched Express Sweet Corn as a snack for people on the move. Our sampling teams put it into the hands of shoppers, commuters and office workers in nine major UK cities, with a target of 10,000 samples in each city.
- Client
- Green Giant
- Sector
- Food
- Format
- Street and office sampling
- City
- 9 UK cities
- Staff type
- Product sampling staff, Promotional staff, Event managers
01
The brief
Green Giant wanted to introduce Express Sweet Corn as a convenient, healthy snack and refresh how people saw the brand.
The message was simple: the same classic Green Giant taste, ready to eat on the go. The audience was shoppers, commuters and professionals, and the aim was awareness and sales at Tesco, Sainsbury's, Asda, Morrisons and Waitrose.
02
What we did
We ran both street and office-based product sampling across nine major UK cities: Birmingham, Bristol, Cardiff, Edinburgh, Glasgow, Leeds, Manchester, Newcastle and London.
On the high street, the teams handed free samples of Green Giant Express Sweet Corn to commuters, professionals and shoppers, each with a leaflet and strictly one sample per person. Office workers were handed samples during their lunch breaks, a natural fit for a snack built around the working week.
Each city team worked to a target of 10,000 samples, 2,500 a day over four days. We provided full staffing and event management, with 24/7 support throughout.
03
How it ran
- Event managers: every city had an event manager running the team, the stock and a small logistics van.
- Stock: samples were stored in a local storage unit in each city, collected every morning and distributed from there.
- Van: each day it carried the stock, the team's unbranded green T-shirts and badges, 2,500 leaflets and two dump bins, and parked close to the sampling spots.
- Streets: high street sampling to shoppers and commuters, one sample per person, each with a leaflet.
- Offices: lunchtime sampling to office workers.
- Look: staff wore unbranded green T-shirts with badges, so the corn and the leaflet carried the brand.
- Reporting: the event manager reported stock levels through each day, and staff sent in photos and written feedback after every shift.
04
What the teams said
- Quick to heat: it heats in the microwave in one minute, with no pots or pans.
- Natural: 100% natural ingredients, just sweet corn, a little water and salt.
- Flexible: it can be eaten cold, straight from the pack.
- Healthy: one of your 5 a day.
- Where to buy: on shelf at Tesco, Sainsbury's, Asda, Morrisons and Waitrose.
Where it ran
9 UK cities
- Product sampling staff →
- Promotional staff →
- Event staff Birmingham →
- Event staff Glasgow →
- Product sampling London →
- Corporate event staff London →
- Event staff London →
- Promotional staff London →
- Event staff Manchester →
- Promotional staff Bristol →
- Promotional staff Cardiff →
- Promotional staff Edinburgh →
- Promotional staff Leeds →
- Promotional staff Newcastle →
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Why Executional
- 2007Established
- 6,000+Staff on our books
- 3,000+Clients
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