CASE STUDIES

WHITEWAVE : FRUIT2DAY SAMPLING CAMPAIGN

CHALLENGE

WhiteWave introduced a new way to eat fruit with a product called Fruit2day. They came to UCG looking for a way to introduce this new product into the market place and get targeted consumers to try Fruit2day and educate them about the related health benefits and convenience factors of the product.

Having just introduced a new way to get your recommended daily serving of fruit via the Fruit2Day beverage, WhiteWave approached UCG to execute the launch of Fruit2Day into the marketplace. WhiteWave sought to target professionals and mothers to initiate Fruit2Day trial and educate them about the related health benefits and convenience factors of the product.

SOLUTION

• Fruit2day was introduced in seven markets including major cities such as Los Angeles, San Diego, Chicago, and Boston
• Using expertise from past campaigns, UCG managed all logistical aspects of the three day to seven day sampling programs and determined appropriate sampling locations within each market in order to effectively reach the target demographic
• With quick turn-around times, UCG constructed effective sampling teams to distribute Fruit2day samples, brochures, and coupons to consumers while educating them about the new product

RESULTS

• In the seven markets, over 200,000 samples were distributed along with brochures and coupons
• Approximately 1,650,000 impressions were made throughout the campaign