Leading Açaí producer, SAMBAZON needed to engage with its audience in a culturally relevant way. All while driving sales in its new Tesco listing.
Research identified that some consumers saw açaí bowls as
complicated or requiring an ‘Instagram-perfect’ presentation,
creating a barrier for usage. To smash this misconception, we
developed the campaign platform ‘How do you eat your açaí?’
Clever Work. Works.
118
Media articles
36,800
Competition entries
5.7% AER
3.7% above industry average
Campaign being rolled out to EU
CLEVER WORKS.
Brought to life through a multi-tiered PR & influencer strategy:
We assembled the SAMBAZON squad – a group of top creators to demonstrate the different, delicious ways to enjoy açaí through fun, relatable social content
We reached a wider group of consumers through ‘The Açaí Reformer Club’ sampling, where guests enjoyed a reformer Pilates class followed by a hands-on DIY Açaí Social
Targeted PR drove awareness of the new grocery listing
Bolstered retail listings with a competition to capture public imagination
We smashed the KPIs by 121%. The campaign was so successful in driving widespread awareness, it was commented on by a retail buyer.
It’s now being rolled out to the rest of Europe. Results don’t get much sweeter than that!
