Literally founded by a ‘Dr. Will’, their promise is to create delicious-tasting condiments without the nasty ingredients, keeping all things natural and sustainable across their product range and keeping it at the heart of their brand.

Dr.Wills came to Flavor with the objectives of promoting the brand to increase sales, brand awareness, perception, recommendation rates and conversation around the product. Flavor ensured that the correct channels were selected in reaching those objectives to create the perfect sampling campaign.


Flavor took into consideration that all activity is driving sales effectively by targeting the sampling within radius of key performing stores and digital mechanics, as well as including a discount coupon/leaflet to incentivise purchase and encourage further trial.

A combination of profiling tools, TGI, Acorn and proprietary data had been used to identify hot-spots of the Dr.Wills audience throughout the UK whilst ensuring minimal audience wastage when doing so.


Flavor proposed New Home Sampling having aligned with the Dr. Will’s target audience reaching up to 40,000 unique home movers per month.

By tapping into this key life event, consumers are more likely to engage with brands and make lifelong and memorable connections with them.

Flavor worked with a number of mortgage providers, estate agents and new home builders to distribute 10,000 samples of the Dr.Wills Tomato Ketchup along with accompanying leaflets into New Home boxes – making their way directly into consumers homes.

The campaign was tracked throughout using integrated measurement to understand campaign success and insightful consumer behaviours towards the product.


Flavor’s integrated measurement ran throughout the campaign to provide insight on Awareness, Perception, Recommendation, Net Promoter \Score + Sales Uplift.

Flavor. Sampling is an Integrated Sampling Agency. We curate the perfect mix of sampling techniques to deliver optimal results for every campaign. Integrating all elements under one house to drive efficiencies in Targeting, Relevance, Measurement and ROI

We plan, execute & measure sampling campaigns built from a blend of tools, methods and techniques – including the ones mentioned in this blog:)

To find out more about Integrated Sampling or to find out more about this blog, give us a call or drop us an email at the below…

Email: [email protected]

Tel: 07977 148 784