plant-powered national sampling tour

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Promote ZENB’s lineup of protein-powered products made from 100% yellow peas, driving awareness and consideration for the Japanese-owned brand with U.S. consumers at scale while increasing retail presence. 

Approach

Designed an integrated sampling approach that met consumers, media and retail stakeholders where they were – because tasting is believing and people needed to experience yellow peas before considering ZENB. This included 1) Building a mobile kitchen to take ZENB to community events and pop-ups to reach target consumers (including outside of Wrigley Field during Cubs games and at priority retailers); 2) Deploying footprints at industry trade shows, including Expo West and KeHe, to influence retail decision makers; and 3) Developing creative product mailers to drive earned coverage with top media targets. 

Results

• 68 events
• 21.6K samples distributed
• 6% unaided awareness growth
• 1,250 retail store acceptances (in year 1)