LU Biscuit Sampling at Chelsea Flower Show and Wimbledon
Brief
LU Biscuits aimed to broaden its consumer base beyond its core 35-44-year-old demographic, targeting the over 45-65 age group.
Simultaneously, the brand sought to introduce its full product range, including the newly launched Le Petit Cookie, to drive trial and increase overall brand awareness.
The Experience
To achieve these objectives, Purity implemented a two-phased sampling campaign centred around high-traffic, high-profile events. The Chelsea Flower Show at Victoria Station and the Wimbledon Championships at Wimbledon Station were chosen as ideal locations to reach the desired target demographics.
Full-sized packs of all six LU biscuit varieties, including the new Le Petit Cookie, were distributed to attendees at both events.
Results
> 22,000
Packets of Biscuits Sampled
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