Integrated Sampling and Coupon Campaign Boosts Brand Trial for New Product

The Challenge

In response to growing consumer demand for natural products, Idaho Spuds introduced a new line of instant potatoes, made without artificial ingredients or preservatives. The company wanted to drive awareness and encourage trial with busy families who are always looking for easy-to-prepare meal solutions.

The Solution

Idaho Spuds’ target demographic was busy families with multiple children, making the product a perfect fit for School Family Media’s Back2School program, where samples and product details are placed right in the hands of parents at school-family events. A two-part program was developed: 500,000 full-size product samples were distributed in co-op parent gift packs at 5,000 K-12 schools across the country; and 200 of those schools were selected to prepare the product and offer samples to parents to try, right at their back-to-school events. Coupons and recipe ideas were hand-delivered to all attendees.

The Results

A parent survey revealed that Idaho Spuds’ involvement in the Back2School program increased trial, raised product awareness, drove purchase intent, and created genuine word of mouth among the core demographic.
• 65% of the sample recipients had never previously purchased Idaho Spuds.
• 100% of current non-users were likely to purchase after the custom sampling event.
• More than 20,000 in-person conversations about Idaho Spuds were generated between parents at back-to-school events nationwide.


K-12 schools across the country


in-person conversations about Idaho Spuds


of current non-users were likely to purchase

“Parents were excited to receive the samples and commented repeatedly on how delicious and easy to cook the potatoes were. You now have several Idaho Spuds Naturals enthusiasts as a result of your sponsorship!”

Bre Kirkpatrick
Usher-Collier Heights Elementary, Atlanta, Ga.

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