FAGE samples Fruyo direct to desks
Wednesday May 7, 2014 at 1:58pm
FAGE UK is partnering with direct marketing company The Work Perk to sample its new fruity Fruyo Greek Yoghurt range to office workers across London & South East. Fruyo is fat-free TOTAL Greek Yoghurt containing real fruit pieces, with no added colourings or preservatives. FAGE has put a heavy-weight marketing plan behind Fruyo in an attempt to attract new customers en masse to the brand and is positioning Fruyo as the ideal office snack. The partnership with The Work Perk is helping introduce the brand to thousands of office workers, who will receive a free pot to try on their desks tomorrow (May 8th 2014). Office workers who get the free samples are being encouraged to complete a bespoke product questionnaire with the offer of the chance to win a year’s supply of Fruyo. Social media activity will help drive awareness of the activity. The packaging carries a smiley or sad face and consumers are being encouraged to take a selfie indicating how they feel about the product. If they don’t like the product, they are supposed to turn the packaging upside down; but if they like it, they are being encouraged to snap themselves holding the packaging the right way up, with a big smiley face. Office workers are also being asked to tweet their reviews using the hashtag #fruyofeeling to @TotalGreek. Fruyo is available in six flavours in Sainsburys and Waitrose and is to launch in Tesco mid-June. The Work Perk has developed an international database of companies and organisations which allow sampling in-office to allow brands to target consumers at work. The company has more than 5 million ‘desks’ in the UK alone. Previous users of its services have included Kelloggs, LA Fitness, Nestle, Alpro, Nivea, Coca-Cola, 3M and Burger King.