Sampling isn’t just about handing out free products. Done well, it’s one of the most powerful ways to convert curious shoppers into loyal customers. The key is transforming a quick taste into a meaningful brand moment that sticks.
At Extravert, we know that sampling success comes down to more than volume—it’s about creating authentic engagement, educating consumers, and maximising every touchpoint. A recent campaign with Mainland Cheese is the perfect example.
Mainland Cheese: More Than Just a Taste
When Fonterra refreshed the packaging for its Mainland Cheese range, they wanted more than shelf awareness. They wanted shoppers to understand the story behind the new look, experience the flavour, and feel confident choosing Mainland over competitors.
To achieve this, Extravert designed a multi-channel sampling program that combined in-store tastings, experiential set builds, and digital amplification. Shoppers engaged with Brand Ambassadors who not only offered generous tastings of aged cheddars but also explained the range and its heritage.
By extending the experience into Coles, Woolworths, and Westfield Centres, and by leveraging Westfield’s digital assets, the campaign went beyond physical samples. Shoppers were reached both on-site and online, ensuring multiple layers of impact.
The result? A cost per contact well below forecast, thanks to the volume of samples delivered and the additional digital impressions generated. More importantly, consumers didn’t just taste cheese—they walked away with an understanding of the brand’s quality and values.
The Ingredients of Effective Sampling
What turned this campaign into a standout success? Here’s the “secret sauce”:
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Strategic Placement
Sampling where your audience is already primed to buy—like grocery stores and shopping centres—boosts conversion potential. -
Brand Education
A taste is memorable, but pairing it with product knowledge cements the brand story. Shoppers remember why they should buy again. -
Digital Amplification
By using digital screens and assets, sampling doesn’t end at the stand—it scales to reach far more people. -
Measurable ROI
Success isn’t just about smiles at the booth—it’s about cost per contact, incremental sales, and long-term brand lift.
What This Means for Brands
If you’re planning a sampling campaign, think beyond “freebies.” Ask yourself:
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How can I create a sampling experience that aligns with my brand identity?
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How can I combine education and engagement to maximise impact?
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How can I amplify the experience across digital and social platforms?
Final Bite
When it comes to food and beverage brands, sampling will always be one of the most effective marketing tools. But the difference between a sample that’s forgotten and one that drives real results lies in how it’s delivered.
At Extravert, we turn tasting moments into lasting impressions—because the secret sauce isn’t just in the product, it’s in the experience.