Italians Do It Better In-Store Sampling Campaign Across Regional Retailers
- Regional Retailers. Northeast retailers, Pennsylvania
- Multistate — 53 demos across seven states
Key results
Impressions
Samples Distributed
Engagements
Conversion Lift
Campaign objective
With 73% of customers reporting that they had never heard of the brand before sampling, the activation provided an opportunity to reach new audiences. The goal was to make that first introduction personal, giving shoppers a chance to taste the sauces and ask questions during their shopping trip.
The campaign connected the brand’s authentic flavor with a direct product experience, helping customers evaluate an unfamiliar sauce before deciding whether to purchase.
Execution summary
Mariano Events executed 53 in-store demos across seven states, distributing more than 3,200 samples. Brand ambassadors introduced shoppers to Italians Do It Better products through tastings and educational conversations.
Ambassadors shared product benefits while encouraging customers to explore the sauces’ taste, freshness, and ingredients. Shopper feedback highlighted authentic flavor, with customers comparing the sauces to homemade preparations.
Clean ingredients, gluten-free and vegan options, and the absence of preservatives also resonated with shoppers. These conversations helped connect the tasting experience with product attributes customers valued.
The activation reflected Mariano Events’ product sampling campaigns, bringing brands directly to shoppers through product trial and personal engagement.
Execution summary
The campaign delivered 53 demos across seven states and distributed more than 3,200 samples. Northeast retailers in Pennsylvania were identified as the top market.
Seventy-three percent of customers had never heard of Italians Do It Better before sampling. This highlighted the campaign’s role in introducing the brand to potential new customers.
Taste feedback was positive: 87% of events reported a taste rating of four or five, and none reported a negative rating. Taste and freshness stood out most, with shoppers praising the sauces’ authentic flavor and comparing them to homemade sauce.
Top-performing venues reached reported averages of up to 50 units per event. This figure reflects performance at leading venues rather than an average across all 53 demos.
The results highlighted an opportunity to build brand familiarity through firsthand experience. For shoppers discovering Italians Do It Better, a tasting provided an immediate introduction to its flavor and quality.
Product education added useful context. Alongside taste and freshness, shoppers responded to ingredient information and available dietary options.
Future activations could continue pairing tastings with clear explanations of these product benefits, helping customers connect their preferences with a purchase decision.
Contact Mariano Events to discuss an in-store sampling campaign for your brand.