Campaign objective
Introduce Anne’s Toum Original and Herby Za’atar flavors to Market District shoppers, drive sample-to-purchase conversion, and build recommendation intent for a brand new to most customers.
Execution summary
Mariano Events partnered with Anne’s Toum to introduce their Mediterranean Garlic Dip & Spread across Market District locations in Ohio, Pennsylvania, and Indiana.
- Served Original and Herby Za’atar flavors paired with pretzels and crackers
- Gave shoppers a full tasting experience at the demo table
- Executed 25 demos with Village Square, PA as the top-performing market
- Captured conversion, discovery, and attribute feedback from the field
Execution summary
Results: 25 demos, 1,920+ samples, 13.8% sample-to-purchase conversion. 56% of shoppers had never heard of Anne’s Toum before sampling. Flavor was the top liked attribute at 45.5%, quality of ingredients at 29.1%, and 72% said they would recommend the product. Top market: Village Square, PA.
