Sampling isn’t finished, but lazy execution is – Esther Hadkins explores what forward-thinking brands are doing differently
We’ve all encountered brand sampling in some form – usually on the way home, walking through a busy train station or town centre, and being handed a free drink or snack by a disengaged brand ambassador. The goal is often quantity over quality: get as many products into hands as possible. But is this scattergun approach effective?
Does it make a lasting impression? Will consumers even remember the brand name, let alone become loyal customers? For many brands, the answer is likely no. While the immediate numbers might look good – high reach, low cost per contact – the long-term brand impact is often minimal. Sampling done poorly is a missed opportunity and a waste of money.
But that doesn’t mean sampling is over. Whether you’re a startup with a modest budget or a global player, there’s a smarter, more effective way to put your product in front of consumers.
Brand stories that stick
During April’s London Coffee Festival, matcha startup Perfect Ted pulled off a standout example of guerrilla marketing. Rather than exhibiting inside the event, they pitched up just outside – no booth fees required. Their team, dressed in bold green jumpsuits, handed out ready-to-drink matcha samples in green tote bags cleverly designed to read “The London Matcha Festival” (with “Coffee” crossed out). The impact? Nearly every attendee entered the venue carrying one of those branded bags, giving Perfect Ted’s prime visibility at minimal cost. They had just seconds to connect with people, but they made those moments count.
Another clever execution came from Bold Bean Co., who targeted festivalgoers returning from Glastonbury. The brand set up at London’s Victoria and Paddington stations, handing out goody bags featuring their Smoky Chilli Beans – just the comforting food people crave after five days of muddy music and makeshift meals. The setup was visually strong yet simple, echoing a festival vibe with bright signage and strategic messaging. More importantly, it was targeted: the brand went directly to where their ideal consumers would be, at exactly the right moment.
At the other end of the scale is Magnum, the category-leading ice cream brand. Facing increasing competition from private labels during the cost-of-living crisis, Magnum needed a way to reaffirm its premium status. Enter their nationwide, mass sampling campaign, part of the global “Stick to the Original” initiative. The brand created a full sensory experience during the midweek commuter rush in four different cities around the UK – a prime moment for consumers in need of a pick-me-up.
In each location, a 12-piece live orchestra performed on a custom Magnum Bandstand, serenading commuters as they received more than 80,000 free ice cream bars over four days. Velvet seating, elegant branding, and a vibrant atmosphere encouraged people to linger, take photos, and truly engage. It wasn’t just about giving away product – it was about reminding people that Magnum is an indulgence worth choosing.
Five principles for sampling that work
Whatever your budget or brand size, a successful sampling campaign starts with these fundamentals:
- Land your brand
When you’ve only got seconds to make an impression – make them count. Every detail, from team uniforms to tote bags to signage, should reflect your brand identity. You don’t need a massive budget to be distinctive. A creative twist or clever message can go a long way. - Think integration, not isolation
Sampling should be part of a wider, integrated marketing plan – not an afterthought. Think about how your sampling links to other touchpoints: social media, retargeting ads, user-generated content, and promotions. The goal is to guide consumers from sample to purchase, and from one-off trial to lasting affinity. - Be targeted
Go where your audience is – and speak directly to them. With today’s targeting tools, there’s no excuse for generic, location-based outreach. Choose moments, places, and partnerships that align with your consumers’ lives and behaviours. - Staff matter more than you think
Your team on the ground can make or break the experience. A smiling, engaged, well-informed brand ambassador creates positive impressions. A bored one handing out product with a muttered “free sample” does the opposite. Invest in staff training—it’s worth it. - Measure what matters
Distributing product is just the beginning. Define clear KPIs from the outset. Are you shifting perception? Increasing awareness? Driving conversion? Build in ways to track these outcomes – through surveys, data collection, social shares, and sales lift – so you can improve future activations.
Sampling isn’t obsolete – but lazy, unimaginative execution is. When done right, it can be one of the most powerful tools in an FMCG brand’s toolkit. Don’t get left behind!
Esther Hadkins is a Senior Account Director at Hot Pickle
