A brand experience for shoppers in local produce markets throughout summer involved foodie sampling agents wearing branded aprons who extolled the virtues of JL Kraft’s dressings portfolio, drizzling fresh salads with JL Kraft dressing from rustic, branded salad carts. Gourmet salad recipes were shared with market goers, bringing salad to the forefront of consumers’ minds for summer dining, showcasing JL Kraft as the ideal salad accompaniment.

This idea of showcasing the product in fresh, green surrounds was echoed by activities in other channels. An outdoor cinema held in botanical gardens throughout Australia provided the backdrop for an activation in which selected cinema patrons were escorted into a premium dining area where they were served gourmet JL Kraft salads and wine, while viewing films from an optimal view point. Branded content segments also reinforced the central idea by featuring a prominent chef in market surrounds creating gourmet salads.

13,155 units of product were sampled during the campaign’s 90 market appearances, while sales and share of JL Kraft doubled during the sampling campaign’s inaugural month of December.