Dr Wills New Home
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.
Target
Reaching the right audience.
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. profiling tools TGI Acorn proprietary data
engage
Delivering impact in the right moments.
Flavor proposed New Home Sampling having aligned with the Dr. Will’s target audience reaching up to 40,000 unique home movers per month. New Home Sampling 40,000 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. 10,000 samples of the Dr.Wills Tomato Ketchup The campaign was tracked throughout using integrated measurement to understand campaign success and insightful consumer behaviours towards the product.
The Stats.
- 10,000samples distributed
- 56%Likelihood to purchase
- 54%Likelihood to recommend
- Over 9KNew consumers introduced to DR. Wills
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.