California Prunes embraced the recent opportunity to be the first sampling event at Toronto’s Union Station since the pandemic. Esther Ritson-Elliott, director of international marketing and communications for the California Prune Board said the company was delighted to receive such “an enthusiastic reception from consumers, who were excited to see an in-person promotion once again and also appreciated it was for a healthy, nutritious snack like California Prunes.
“Given that sampling activities within retail currently remain restricted, an activation at a key commuter hub like Union Station provided an opportunity to raise awareness of California Prunes and reach those who may not already be regular prunes purchasers. Complimentary samples of California Prunes were handed to commuters and travellers, along with an information card that reinforced messaging on the bone, heart and gut health benefits of prunes and offered a QR code to a survey and contest.
Our consumer research has shown the value of sampling, especially for reaching those who are not currently prune purchasers—24 per cent of current non-purchasers reported that they would be enticed to purchase if they could taste the product first.* The Union Station activation has put California Prunes into the hands of thousands of consumers and generated buzz about the California difference, driving more consumers to look for and purchase California Prunes in store,” said Ritson-Elliott.
*Independent consumer research June 2021 (Rose Research Inc.)