CASE STUDY

Holy Moly

Holy Moly believe in helping people eat better by making great tasting dips without the nasties, using plant-based and gluten-free ingredients. Holy Moly are putting the convenience in ‘Shop-bought’ dips without compromising on taste – it’s as good as homemade! Holy Moly were looking to create a highly effective and engaging mass-sampling campaign to capture the attention of their target audience by embodying the narrative of a creative concept – ‘Finest Colombian Export’ . Alongside the campaign, they were looking to drive buzz around social platforms and encourage purchases post-trial. highly effective and engaging mass-sampling campaign ‘Finest Colombian Export’

  • A Holy Moly branded food truck with neon signs serving loaded nachos to customers at a festival at night
  • People sampling Holy Moly food at a flavour tasting booth outdoors.
  • A Holy Moly brand ambassador offering guacamole samples to a woman with a stroller on a city street.

Target

Reaching the right audience.

The Holy Moly audience consists of time poor, health conscious consumers with an interest in fitness, veganism and clean-eating. The majority of their audience are female within the 25-40 age bracket, with their top selling area in London. time poor, health conscious consumers with an interest in fitness, veganism and clean-eating. female 25-40 A combination of profiling tools, TGI, Acorn and proprietary data had been used to identify hot-spots of the Holy Moly audience in London, to target them on a large scale, whilst also ensuring there is minimal audience wastage. profiling tools, TGI, Acorn proprietary data Flavor had also mapped out high footfall areas near Sainsbury’s stores where the product can be directly purchased, to encourage post-trial sales.

engage

Delivering impact in the right moments.

Across a 7 day campaign, a total of 15,501 samples were distributed across London, targeting consumers near festivals and offering consumers a free Guacamole sample with chips. The samples were also handed out with a voucher by characterful Brand Ambassadors referred to as ‘Guac Dealers’. 15,501 targeting consumers near festivals ‘Guac Dealers’. Using the creative concept of ‘Columbia’s Finest Export ’, Flavor created a Guerilla Sampling campaign that visited multiple sites in one day making sure the right locations with the highest footfall were utilised. Across the festivals and events happening in London, Flavor were able to target the ideal consumers. ‘Columbia’s Finest Export Using the van as a nod to trafficking vehicles – and a hub for suspicious ‘Brand Ambassadors/Guac Dealers’, Flavor were able to distribute samples in a way that created a buzz and added a touch of theatricality, which further encouraged purchases post-campaign. encouraged purchases post-campaign.

Impact

The Stats.

  • +35
    Net Promoter Score
  • 69%
    likelihood to purchase
  • 62%
    Would recommend
  • 8.7
    Average product rating
Integrated Sampling

Part of a connected sampling strategy.

This campaign formed part of a wider integrated sampling approach, combining multiple channels to maximise reach, relevance, and measurable impact.
By aligning targeting, engagement, and measurement, we ensured every touchpoint contributed to stronger overall performance.

Integrated SamplingGet In Touch

Engage in the right moments

Measure every outcome

Target with precision