Driving new sales through trial and awareness
Through sampling of the MAM baby bottle and soother within the pregnancy gift bags, Custard & Crumble have helped drive new sales as a result of trial and awareness
Objectives
Drive new sales through trial and awareness of MAM bottle and soother amongst their target audience of pregnant and new Mums.
Capture feedback from consumers to understand their perceptions of the brand and propensity to purchase.
Solution
A bottle and soother were placed within the Custard & Crumble pregnancy gift bags. Over 8 years the sampling programme with MAM has grown year on year to now delivering 180k samples annually to over 160 private pregnancy scan clinics.
In 2024 the samples were accompanied by 60k MAM club leaflets encouraging MAM club sign ups. The leaflets highlighted the benefit of joining the MAM club.
A short survey with monthly prizes provided valuable consumer feedback and insight into intentions to purchase, brand awareness and brand trust.
Results
1.1m
samples delivered
7k+
survey responses
700k
estimated new customers
94%
intent to trial sample
“The sampling programme we have with Custard & Crumble has played a huge part in our continued success. With our brand seeing the highest growth. The sampling strategy and audience we have is of such high quality and extremely targeted. We love working with such a great team.”
