Campaign objective
Drive first-time trial and brand discovery among Whole Foods shoppers who had never heard of Belgian Boys — converting curiosity into at-shelf purchase through live sampling.
Execution summary
Mariano Events partnered with Belgian Boys to bring their iconic Belgian Waffles to Whole Foods Market shoppers through live in-store sampling activations nationwide.
- Staffed and trained brand ambassadors on product story and sampling flow
- Executed retailer-compliant demos across Whole Foods locations in 7 states
- Created first-time brand moments at the shelf during peak shopping windows
- Captured shopper feedback on awareness and recommendation intent
Execution summary
With 82 demos and 4,830+ samples distributed, the program created thousands of first-time brand moments. 40.2% of customers had never heard of Belgian Boys before the activation; after tasting, 92.7% said they would recommend the product.
