Benecol Office And Takeaway Case Study
Owned by Raisio Group, Benecol offers products that are effective in lowering cholesterol in adults. Benecol uses plant stanols as their active ingredient across their range of products, which are clinically proven to lower cholesterol levels by 7-10% in as little as 3 weeks! Benecol reached out to Flavor to launch their new Benecol OAT product range and increase shopper awareness, along with conversion of new consumers and a way to retain current ones.
Target
Reaching the right audience.
The Benecol consumer consists of a plant-based and flexitarian audience between the ages of 35-54. Flavor. used a combination of TGI , Acorn and proprietary data to identify hot-spots of the Benecol audience throughout the UK as well as ensuring minimal audience wastage when doing so. This was combined with store proximity to plan the focus for the sampling activity for each channel. TGI Acorn proprietary data
engage
Delivering impact in the right moments.
Flavor proposed Office and Takeaway Sampling having aligned with the Benecol target audience who had plant-based interests, aged between 35-54. Office and Takeaway Sampling 10,000 samples and leaflets were distributed via the Office Sampling channel, targeting key offices across the UK reaching workplaces with up to 800 people per office. This channel had allowed office workers to share their experiences with the sample and encourage advocacy and conversation. 10,000 samples and leaflets were distributed via the Office Sampling channel, Alongside Office sampling, Flavor utilised a Takeaway Sampling campaign throughout targeted local areas in the UK. Distributed with various takeaway orders, 40,000 Benecol Oat samples were given to consumer’s which had included a leaflet that gave further information on the product. 40,000 Benecol Oat samples The campaign was tracked throughout using integrated measurement to understand campaign success and insightful consumer behaviours towards the product.
The Stats.
- 50,000overall samples distributed
- 22Net Promoter Score
- 7.2Average Product Rating
- 71%Average Claimed Recommendation Rate
- 53%Average Likelihood to Purchase
- 64%Rated the sample ‘Very Tasty’
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.