Campaign objective
Introduce BelGioioso Chocolate Mascarpone to Market District shoppers — many new to the brand — and convert trial into purchase with a strawberry pairing most had never tried.
Execution summary
Mariano Events partnered with BelGioioso to bring Chocolate Mascarpone to Market District locations across Ohio, Pennsylvania, and Indiana.
- Paired product with Market District hydroponic strawberries for a full tasting experience
- Staffed brand ambassadors to educate shoppers and drive on-the-spot purchase decisions
- Executed demos across three states with Village Square, PA as the top-performing market
- Captured conversion, brand discovery, and purchase-driver insights from the field
Execution summary
Across 50 demos and 6,125+ samples, the program delivered a 19.01% sample-to-purchase conversion rate. 46.2% of shoppers had never heard of BelGioioso before sampling. Flavor drove purchase intent at 38.8%, with quality of ingredients at 17.1%. Top market: Village Square, PA.
