Launch and Sampling success

Key to launching a new brand/ variety in Australian retail

You don’t get a second chance to launch a new variety or brand

In Australian retail, the first 4 to 6 weeks determine whether a product becomes a staple or disappears entirely. We’ve worked across multiple sampling events from Bravo® to Lollipop®, and the difference is rarely the product itself. It comes down to how the product is introduced, supported, and sold in store. We know this part is hard, to add another job on the to do list and thats where we come in. That support is offered consistently, communication is ongoing to manage expectations of retailers, wholesalers and consumers.

This is why most launches seem successful then sell through hits a wall before the customer has a chance to make it a staple in their fridge.

Here’s what actually works. The whole Picture.

Retail alignment before fruit hits shelf

Too many launches start at harvest.

They should start months earlier. we are talking 6-12 months. The planning it takes to get all parties on board is time consuming and lengthy. The back and forwards, the layout, designing campaigns, all the way through to execution is months of work.

Firstly retailers need to understand:
• What the product is
• Why it matters
• Who it’s for
• How it will sell

If your retail partner doesn’t have confidence in the product, it won’t get visibility. And without visibility, it won’t move. These conversations start with a wholesaler, within the sales team, or at board level. Gathering data, having conversations and locking in commitments on all of the above points is critical before you even think about harvest

This means:
• Clear product positioning
• Simple messaging
• A defined role in the category

Are you premium? Are you snack focused? Are you family driven?

If you can’t answer that clearly, the customer won’t either.

Sampling is not optional

Sampling is where most launches are won or lost.

Customers will not take a risk on a new variety without trying it. That’s the reality of fresh produce.

But sampling is not just about handing out fruit.

It is about:
• Creating a moment
• Explaining the difference
• Driving immediate purchase

We’ve seen campaigns where over 700 customers were sampled in 4 hours, with more than 200 units sold during the same session.

That doesn’t happen by accident.

It happens when:
• The setup is visible
• The presenter is engaging - do not under estimate the power of people.
• The message is clear within 5 seconds

The first 10 seconds matter most

A customer walking past your product is making a decision instantly.

They are not reading paragraphs.
They are not analysing variety differences.

They are deciding:
Do I try this or not?

This is where many brands miss the mark.

Effective messaging is:
• Short
• Clear
• Relevant

For example:
Sweet, crisp, perfect for lunchboxes
That works.

Long descriptions about origin, flavour notes, and growing conditions do not. Which leads into the next point of sampling done right.

The person behind the table matters more than the product

This is one of the most overlooked parts of any activation.

The presenter drives the sale.

Energy, confidence, and clarity will outperform any signage or display. Understanding the message of the brand or product is the key.

We’ve seen:
• High quality fruit fail with poor presentation
• Average setups outperform expectations with the right person

The difference is human and that is why we will always be present at an activation or sampling event. We pride ourselves on knowledge and the ability to convey the messaging in a form that consumers are happy to hear. Understanding and reading behaviours is another element that is crucial to success, acknowledging that it can be awkward for some people to have a conversation when they are doing there weekly shop with the family, others will want to know more and understand the story. Reading these body languages and signs are key to a successful sampling. Making people feel comfortable while offering a good product increases conversions because of the connection formed in the first interaction. YOU ARE SELLING TO PEOPLE!

The best presenters:
• Engage quickly
• Speak simply
• Create a positive interaction

And importantly, they ask for the sale.

Visibility drives movement

If customers don’t see it, they don’t buy it.

It sounds obvious, but it is often missed.

Strong launches ensure:
• Product is placed in high traffic areas
• Displays are clean and consistent
• Sampling is positioned near the product

There is no point sampling 10 metres away from where the product sits and we know this. being firm with retailers on product placement an activation spaces is vital. Sometimes in-store restrictions play a part in this but there is usually a compromise. Retail owners or manages understand that in-store sampling adds value to their stores, it keeps customers engaged in store, it draws them to certain areas and once there they look around at other products, not just sampling. Shopper engagement and retention means better business for all involved.

Connection is everything.

Trial to purchase is the only metric that matters

Most brands measure the wrong things.

They focus on:
• Samples given
• Foot traffic
• Impressions

None of these matter if product doesn’t sell.

The real metric is simple: How many people tried it and bought it (conversion)

That is the only number that determines success.

What most brands get wrong

Across multiple campaigns, the same issues appear:

• No clear message
• Poor sampling execution
• Lack of retailer engagement
• No follow up after launch

The result is predictable.

Slow movement
Reduced support
Delisting risk

What it looks like when it works

When everything aligns, the difference is immediate.

You see:
• Customers stopping without being asked
• Kids driving purchase decisions - This is Key, esepcially if your product is snack/ health focused. Most parents want their children snacking better. If the kids engage the parents are more likely to purchase, if the whole product is consumed at home, repeat purchase is almost inevitable.
• Retailers reordering quickly - allocation larger shelf space due to high demand.
• Strong word of mouth

This is where growth happens.