Uncle Ben's & Dolmio

- Campaign for a proper lunch

iD delivered a 12-week sampling campaign, encouraging consumers to 'pick up a proper lunch' and ditch their 'soggy sarnies' in favour of hot and nutritious lunchtime ready meals courtesy of Uncle Ben's & Dolmio.

How it Worked

  • Engager research conducted pre-trial to determine lunchtime habits
  • Brand Ambassador sampling teams roamed high footfall locations including city centres, train stations, universities & offices
  • Samples of both Uncle Ben's Rice Time & Dolmio Pasta Vita variants were handed out in branded grab bags - positioning the ready meals as a healthy lunchtime alternative
  • Social media campaign launched at University campuses, encouraging students to #Snitchonasarnie and upload pics of their friends 'sub-standard lunchtime sandwiches' for the chance to win some cash

The Results

Post-campaign research concluded:

  • 1.2 million┬ásamples distributed across 84 live activity days
  • 48% of consumers went on to purchase (benchmark 45%)
  • 74% of consumers interviewed said they would definitely go on to purchase
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