Product Sampling Griffins Waffle
Griffin’s hit stores with a bold new biscuit, Griffin’s Waffle. A nationwide sampling campaign gave shoppers a first taste of its crispy layers and sweet, waffle inspired crunch. The playful in-store experience captured attention fast, and one bite sealed the deal.
Shoppers were treated to full sized Griffin’s Waffle samples right in the aisle. A crispy, spiced twist that turned heads and filled trolleys. Bold, fun, and full of flavour, it’s a new classic in the making.
The Brief
This campaign marked the launch of Griffin’s Waffle a brand-new caramel spices biscuit in the Plain Sweet Biscuit category. The objective was to build awareness, drive trial, and generate excitement around the new product while supporting conversion at shelf.
The Mechanics
- In-store sampling across selected Pak n Save and New World stores nationwide (North and South Islands)
- Sampling featured full sized Griffin’s Waffle Biscuits
- Brand Ambassadors engaged shoppers with face-to-face sampling, encouraging immediate purchase decisions
- Campaign timing matched the client’s promotional calendar to support visibility and in-store conversion
The Outcomes
Over 13,000 shoppers sampled Griffin’s Waffle in-store. The biscuit’s unique caramel spice flavour and satisfying crunch sparked instant interest, while Brand Ambassadors helped turn trial into conversion. The activation delivered strong engagement and effectively introduced a bold new offering into the biscuit aisle.
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