As a newer entry in the crowded kids’ snack market, Brainiac Foods needed a unique way to stand-out and drive product trial. Limited inventory proved to be a challenge to execute in large quantities, opting instead for a voucher program. Brainiac also wanted to strengthen its relationship with a key account within its retail distribution channel to increase shelf placement.
Brainiac, in consultation with School Family Media, designed a sampling program that would leverage the work of PTO leaders to execute a program. Since these leaders are mostly mothers with multiple kids in the household, they shop at their local retailers on a weekly basis. School Family Media secured 384 leaders from its proprietary database to receive product vouchers to redeem for FREE Brainiac product at a local Walmart store. School Family Media further ensured the registered PTO leaders were connected to elementary schools located within a 3-mile radius of a Walmart store which carried 2 or more SKUs of the Brainiac applesauce. The vouchers sent the leaders to the stores (where they likely filled a basket for her own family at the same time) to pick up 200 Brainiac applesauce pouches and then distribute to kids attending a school event with their parents between February – May 2022.
School Family Media employed the voucher method based on past program success and based on feedback from a recent survey of PTO leaders: When it comes to serving snacks and beverages at school family events, 86% of PTO groups are willing to visit local retailers to pick up free products using vouchers provided by School Family Media’s family-friendly brand partners. (Source: PTO Today Survey: Insights Into 2022-23 School Year Planning, July 2022)
Across 384 schools, PTO leaders distributed Brainiac applesauce pouches to 65,000 families with kids ages 4-12 at Spring school family events. PTO and PTA leaders shared their event and sampling success with others through social media channels, and in a follow-up consumer survey:
• 74% product trial rate
• 74% purchase intent
• Top 3 product attributes identified (convenience of packaging, flavor, no-sugar added)
Through the client’s pre/ post sales analysis tied to school event date, data revealed a positive sales lift among all Walmart stores located within a three-mile radius of a school which participated in the sampling program.
Come along with Meadow Park PTO as they shop for Brainiac snacks at Walmart and distribute to families at their school’s Friendsgiving!
#paidpromotion PTO Friendsgiving Fall Festival was such a success! Shout out to @ptotoday for helping make this day such a treat! #thanksptotoday #ptolife #ptomom #schoolevent #schoolpto #schoolsnacks #ptopresident #parentvolunteer #shoppinghaul
Brookwood Elementary School