Tasting is Believing with a National Sampling Tour

Tasting is Believing with a National Sampling Tour

SNAPSHOT   

ZENB showcased its innovative, plant-powered foods with the launch of the ZENB Plant Pantry, a vibrant mobile kitchen designed to bring the brand’s protein-packed, yellow-pea based products directly to consumers across the country. With bold branding and a chef-inspired experience, the Plant Pantry made it easy (and delicious) for people to try ZENB for the first time. The tour had a twofold approach: 1) drive mass awareness and trial among key consumers at fitting festivals and events and 2) inspire purchase consideration by activating at key retail locations. 

This multi-touch strategy introduced ZENB to new audiences, sparked mainstream awareness and supported the brand’s rapid expansion on store shelves. Blending mobile sampling, earned media and retail strategy, ZENB’s Plant Pantry initiative proved that tasting is believing, one bite at a time. 

THE ASK

Grow ZENB’s lineup of protein-powered products made from 100% yellow peas, driving awareness and consideration for the start-up brand with mass consumers across the U.S. while increasing its national retail presence.

APPROACH

Tasting is believing, and we knew people needed to experience yellow peas firsthand before seriously considering ZENB products. To make that happen, our team rolled out a layered sampling strategy designed to meet consumers, media and retail stakeholders where they were. We brought ZENB directly to communities with a mobile kitchen that popped up at events, retail parking lots, trade shows and more. From overseeing the development of the glorified food truck, to routing the tour to key markets across the nation, to staffing and managing event-days, Agency H5 did it all and proved that the right experience can have tremendous brand ROI.  

RESULTS

ZENB’s immersive sampling strategy successfully drove trial from coast to coast, reaching consumer audiences, strategic media and influencer targets and key shopper stakeholders to bolster brand awareness and increase retail distribution. 

  • Consumer Engagement: A steady presence at nearly 70 events and retail pop-ups helped ZENB build authentic, in-person connections with its core audience, driving purchase consideration onsite.
  • Media Momentum: Thoughtful outreach to regional media and influencers reinforced ZENB’s unique brand story and drove meaningful earned coverage.
  • Retail Impact: Face-to-face sampling and trade show activations proved instrumental in securing widespread buy-in from retail buyers, paving the way for significantly expanded store placements nationwide.
  • Brand Lift: By encouraging trial and tapping into the power of discovery, ZENB shifted from a niche brand to one gaining recognition among a broader mainstream audience, increasing unaided awareness by the end of the program.