Trying is believing — and the numbers prove it. Product sampling can lift sales by 41.6%, with 73% of Canadians saying they’re more likely to buy after trying. In fact, during activation periods, sampling has been shown to increase sales by up to 2,000%. Beyond the immediate lift, 65% of consumers purchase a product they’ve tried at an event, creating a direct path from trial to cart.
But effective seeding isn’t just about handing out samples — it’s about delivering an experience that tells your brand story. Whether through branded street teams, supermarket demos, restaurant menu integrations, or targeted direct-to-door drops, The PR Department designs programs that build awareness, inspire usage, and drive measurable ROI. Our approach integrates digital touchpoints, recipe inspiration, and promotional incentives to turn one taste into lasting loyalty.
Case study: Al'Fez sampling
The Brief
Following the Canadian launch of their premium Middle Eastern– and North African–inspired range, Al’Fez™ (part of Associated British Foods) wanted to deepen penetration into the Quebec market. With a line featuring gourmet sauces, condiments, and grains, they needed to:
- Capture the Quebec consumer’s attention and palate
- Build excitement and reason-to-buy
- Increase trial and repeat purchase
- Educate consumers on how to use the products beyond traditional recipes
The Strategy
We built a two-pronged sampling program designed to meet consumers where they eat, shop, and explore — combining high-volume public event exposure with targeted in-store sampling to convert awareness into sales.
1. High-traffic event sampling – Premiers Vendredis
At Montreal’s iconic Premiers Vendredis food truck festival — the largest of its kind in Canada — we created a beautifully decorated Middle Eastern tent serving Shish Taouk chicken bites prepared with Al’Fez sauce. Festival-goers received tasting cups along with branded recipe cards and coupons to inspire and incentivize their next purchase.
2. Strategic in-store demos
Across 36 Metro and IGA stores in the Montreal region, trained brand ambassadors sampled freshly prepared Al’Fez Shish Taouk chicken bites on weekends, aligning with in-store promotions. Ambassadors educated shoppers on the full product range, demonstrating how to customize dishes — such as adding Harissa for extra heat — while distributing coupons and recipes.
Our team handled every detail, from sourcing and training staff, designing the booth and uniforms, securing sampling equipment, and managing the cooking and distribution schedule. A total of 6 demos ran simultaneously each weekend over six consecutive weeks, ensuring broad and sustained reach.
The Results
- 1,650 samples served in just a few hours at Premiers Vendredis
- Over 9,000 samples distributed in-store, with 18,000+ shoppers reached during the program
- Approximately 15,000 coupons distributed to drive repurchase
- Tangible sales lift tracked during and immediately after the campaign
- Significant consumer education and brand discovery in a competitive grocery category