Case Study:
Nature Valley
The Brief
Nature Valley approached us to support the launch of their new Nut Butter Bars with a large-scale sampling campaign across key UK cities: London, Manchester, Birmingham, Liverpool, and Cardiff. The goal was to get the product directly into the hands of their target audience: health-conscious young families and professionals aged 25–44, predominantly female (70:30 split), who lead active, busy lives and seek better-for-you snack options. These consumers value real ingredients, wholegrains, and products that are both wholesome and satisfying.
The Solution
Leveraging TWP's targeted sampling network, we identified and segmented 279 companies whose employee profiles matched Nature Valley’s ideal demographic. This ensured product placement in environments where the bars would resonate most—among on-the-go individuals looking for a nutritious and delicious snack.
Our end-to-end campaign included:
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Precision targeting based on lifestyle, dietary habits, and workplace environment.
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Seamless distribution of 245,184 Nature Valley Nut Butter Bars.
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Data capture and qualitative feedback through custom questionnaires.
We ensured every touchpoint reflected the brand’s values of health, energy, and authenticity.
The Results
The campaign delivered standout results:
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245,184 samples distributed
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53,842 completed consumer questionnaires
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88% purchase intent from participants
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+45% sales uplift vs. the previous period
The response was overwhelmingly positive, with consumers highlighting the bar’s 100% wholegrain ingredients and its suitability for commuting or daily snacking. Our work was recognised with a Gold IPM Award for Best New Product Launch—a testament to the impact and precision of our approach.
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