Flavorful food samples for health-conscious customers

Opportunity

Mondelēz International, Inc. wanted to boost awareness and sales of its belVita Breakfast Biscuits and believed that product trials would win people over.

Goals

The brand wanted to build awareness, inform customers about the benefits of belVita and increase sales of the product.

Solution

An In-store Demo campaign that distributed more than 130K samples across 471 locations over a five-day nationwide event.

Strategy

In 2024, Mondelēz was interested in spotlighting the flavorful health benefits of its belVita Breakfast Biscuit brand. Working with the Walmart Connect team, the advertiser launched a nationwide campaign where customers could sample a selection of belVita flavors and grab a box of what they tried on the way to check out.

Tactics

Demo stations placed prominently in each store offered Walmart customers two flavors for sampling. Event specialists distributed samples and answered product questions throughout each event. Customers who chose to purchase could grab a box of belVita from shelves nearby the cart before heading to check out. 

Campaign dates
May 17-20, 2024

Big Wins

+ %

Average dollar
sales YOY

+ %

Average
unit sales YOY

+ %

Average dollar sales for belVita "halo items" YOY

Source: Walmart first -party data, May 17-20, 2024 vs. May 18-21, 2023;, Mondelez_In-store Demo May belVita_Q2FY25_53799. 

Key takeaways

In-store Demos can help food brands increase sales by offering customers a chance to try products at or near the point of purchase.
When sampling food products, consider providing two or more variations to optimize the chances of covering different preferences.
Advertising core products can have a halo effect on items in your catalog outside of those promoted in your campaign.

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Tactics

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