For top CPG brands who plan to execute sampling campaigns for the first or fortieth time, they’ll find a strong partner in gyms and fitness studios like Crunch Fitness. CPG brands should tap into the loyal and engaged members who’ve built up a supportive, health-conscious community.
Recess has the gym partner network you need, and we’ve seen multiple sampling successes at Crunch Fitness whose “no judgments” philosophy invites and welcomes members of all types. Their communal feel leads to open minds, and that readiness to try new things is key to effective brand activation.
Check out how we lifted up the presence and reached strategic goals for Goodles, Hero Cosmetics, and Simple Mills through omnichannel product sampling campaigns at Crunch Fitness.
Goodles gets gym goers to cheese it up with healthful samples for post-gym meals
Driving brand and product awareness and sales at key retailers were on the Goodles team’s minds when they collaborated with Recess on a brand activation campaign targeting fitness enthusiasts.
We distributed more than 6,700 colorful 2 oz. box samples to multiple fitness studios like Crunch Fitness, and members ate them up. They were pleasantly shocked at how the ingredients aligned with what they were looking for in their foods, sharing immediate positive feedback like, “There’s no way I’m reading that vegetables are in this! Y’all are magicians!”
Fitness enthusiasts loved the engaging brand activation events and flavors being offered, especially “Cheddy Mac.” Our partnered Crunch Fitness community managers kept getting questions about where the products could be purchased, leading to answers that directly met Goodles’ goal of driving sales to key retailers.
Read more about how Goodles took brand activation to a whole new level by checking out their full customer story here.
Hero Cosmetics faced unblemished success with Mighty Patch sampling at Crunch Fitness gyms
For the uninitiated, samples at their gym boldly labeled “Mighty Patch” quickly caught their eye, which was one of Hero Cosmetics’ primary goals: increasing brand awareness. What better place than Crunch Fitness, where they motivate members to check out samples with open curiosity?
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Onsite display signage showcased information at the 90 fitness studios we sampled, and we reached nearly 132,000 people directly with samples and even more through an omnichannel approach. Multiple Facebook, Instagram, and TikTok posts made via our partners supported brand activation efforts for Hero Cosmetics, and members who weren’t on site those days heard about the brand through several emails.
Those who got to try the products shared promising feedback, and those who already knew of the brand encouraged others to try them. The members were also helpful and contributed actionable feedback through consumer insights surveys that we designed for Hero Cosmetics.
From the responses, we were able to get information for the brand on key details like how important customer reviews were on influencing purchase decisions, what level of brand awareness they had, and whether there was an uptick in product ratings after sampling!
Simple Mills cracker samples lift up fitness enthusiasts’ workout experiences
The goals were simple for the Simple Mills’ team: increase brand and product awareness and drive in-store purchases at key retailers like Costco, Whole Foods Market, and Target. Since they had several product lines to offer, we brought several (Simple Mills Cheddar Pop Mmms Crackers, Simple Mills Almond Flour Sea Salt Crackers, and Sweet Thins) to a variety of sampling venues which included co-working spaces, fitness studios, youth sports events, and farmers/flea markets.
Through all of the locations, which included 17 fitness studios with prominent signage, we distributed more than 50,000 samples with promotional cards to drive sales and collected consumer insights from participants through a custom feedback survey for Simple Mills.
The onsite brand activation events were supported by social media posts and email blasts to members, and our partnered fitness studio staff members shared just how enthusiastic their members were about the sampling. They enjoyed having a post-workout snack option, especially one that was non-GMO and gluten-free.
The insights surveying gave Simple Mills additional information to further drive their future strategy, such as the demographics of the samplers, how the trialing performed, what levels of brand awareness consumers had, and what their purchase intent was prior and after sampling. It was a win-win for both the fitness enthusiasts and the CPG brand!
Want to achieve your personal bests in sales through sampling?
Recess will help you put in the reps needed to get there. With more than 15,000 opportunities for sampling which you can filter by consumer demographic, customer behavior, location, proximity to retailer, Recess can support unique brand activation and sampling event execution in turnkey, measurable, and scalable ways. Talk to a Recess expert to learn more.
