What does it take to run an extraordinary product sampling campaign where more than half a million snacks are distributed nationwide to the exact type of customers you want? Ask Takis - they partnered with us at Recess to do just that in less than a month, unleashing to happy kids and families their better-than-ordinary rolled tortilla chips at memorable events.
Goal: Grow Takis’ brand awareness and increase future purchases
There are a lot of snacks out there but Takis knew that the intensity they bring to the snack game was superior; people just needed to get their hands on a bag to convert into loyal consumers. Specifically, the right people and at the right time.
That’s why Takis tapped Recess for a campaign to grow brand awareness and drive retail sales. They had seen that we’ve helped other top CPG brands rise to the tops of their target customers’ minds through a strategic combination of geotargeting, shopper demographic data, and strong omnichannel execution of product sampling experiences. Not only that but Recess would do it in a hands-off way for Takis, no sweat - they just had to provide the tasty samples.
Hypertarget kids and families
Who did Takis need to get in front of to crush their goals? Kids and their parents. By planning the campaign for October, there would be a lot of opportunities for product sampling in fun places for families like Halloween events, farmers markets, and fall runs.
Recess was able to roll in to manage all of the logistics to make this campaign a success: hyper-targeting on the right audiences, finding a variety of locations and procuring all of the best events, ensuring multi-state coverage, distributing perfect quantities of samples on-time, setting up supporting social media and email marketing to target attendees, and securing both print and digital logo placements in key areas.
We wanted to make sure that this campaign matched the intensity of the Takis brand - this would be no ordinary product sampling strategy. And we’d do it all within a three-week period.
Campaign by the numbers
Take a guess at how many Takis samples were given out at the 27 events across 8 states where the campaign took place. Well, we spoiled the surprise earlier when we said more than half a million. Specifically, 534,262 bags were distributed - that’s at least one for every event attendee at every event! Talk about a lot of happy crunching as families enjoyed Takis at Halloween events, farmers markets, youth sports, and fall bounce and run events.
The sampling experience
The cornucopia of samples at each of these events were not only delicious but also unexpected fun bonuses at every location. Organizers of the events wanted Takis back to continue upleveling their occasions, and attendees were excited to consume the samples right away as they were waiting to shriek inside haunted houses, browsing produce booths, and enjoying themselves. Who doesn’t like free snacks?
It makes a difference to work with a partner who has a large network to introduce your brand to. Recess was ready with kids’ and family events eager for Takis, and Takis only had to provide the samples for our omnichannel product sampling campaign to take off. The access to unique marketing opportunities to reach kids and families like a Hot Chocolate 5K run made for memorable moments.
Takis also got some morsels of usable feedback through the campaign. Because product sampling happened nationwide, they could even use what they learned to inform regional marketing. For example, certain flavors were more exciting at certain events. (We won’t say which ones - you could try them all to see which you like!) For future events, they could wrap in event organizer suggestions on how to direct attendees to their samples with co-branded signage. These were great bonus findings for Takis.
Ways other CPG brands can boost their product sampling campaigns
Finding the right partner in Recess worked out excellently for Takis, so consider working with an organization that knows your space, can help you get very targeted in your approach, and has access to a wide partner network. Even better - they have the platform and know-how to execute a data-driven omnichannel sampling campaign for you that gathers key insights about your consumers and can be deployed without stress.
Want to intensify your sampling strategy for 2024 like Takis did?
Recess can take you to the next level. With more than 15,000 opportunities for sampling which you can filter by consumer demographic, customer behavior, location, proximity to retailer, Recess can support your unique brand activation and sampling event execution in turnkey, measurable, and scalable ways. Talk to a Recess expert to learn more.