Velvet Ice Cream In-Store Sampling Campaign

Connecting shoppers with Velvet’s flavors and heritage at Market District
  • Ohio and Indiana
  • Regional. 25 in-store demos across Market District locations in Ohio and Indiana.
Velvet Ice Cream sampling graphic featuring a brand ambassador presenting ice cream tubs at Market District

Key results

Impressions

2,350+

Samples Distributed

Engagements

Conversion Lift

Campaign objective

The Velvet Ice Cream in-store sampling campaign introduced shoppers to four flavors at Market District locations across Ohio and Indiana. Mariano Events partnered with Velvet to encourage product trial, share the brand’s history, and understand how the tasting experience influenced purchase intent.

Velvet has been serving customers since 1914. The campaign brought that heritage into the store, combining personal conversations with an opportunity to experience the ice cream firsthand.

Execution summary

Mariano Events executed 25 in-store demos and distributed more than 2,350 samples. Brand ambassadors introduced shoppers to Buckeye Classic, Butter Pecan Cashew, Original Vanilla, and Summertime Peach.

During the demos, ambassadors highlighted Velvet’s history and creamy taste while helping shoppers explore the available flavors. The experience gave customers a chance to evaluate the products during their shopping trip.

The activation combined product education and tasting, reflecting Mariano Events’ approach to product sampling campaigns. Shopper feedback provided insight into product appeal, purchasing habits, and future purchase consideration.

Execution summary

  • 25 demos executed
  • 2,350+ samples distributed
  • 90.5% of sampled customers were not prior regular buyers
  • 88% of sampled customers reported being somewhat or much more likely to purchase
  • Top market: Market District #6539, Grandview Yard, Columbus, Ohio

Taste and flavor were the most liked product attributes at 37.5%. The brand story followed at 28.1%, highlighting the appeal of Velvet’s longstanding heritage.

Additionally, 84% of customers rated Velvet as performing the same as or better than the brands they typically buy. Together, these findings showed positive product reception and an opportunity to encourage purchase consideration among shoppers who were not already regular buyers.

Execution summary