A multi-faceted sampling campaign to launch the first breakfast biscuit in Australia.
BelVita is the first breakfast biscuit launched in Australia, with low awareness and household penetration. Our challenge was to create a campaign around this convenient breakfast solution, and achieve trial across the offices and homes of Australia.
To re-shape consumers preconceived ideas around eating biscuits for breakfast, we executed a multi-faceted sampling campaign. The campaign was leveraged through activations and partnerships, which continually asked the consumer “What’s For Breakfast?”
Distributed a total of 1.4 million samples, including activations at key Sydney and Melbourne locations and partnerships achieved with Hello Fresh, The Fruit Box and milk deliveries into thousands of offices.