It has awarded in-store specialist Sales Activation Solutions the multi-million pound account ahead of 11 other agencies. SAS will run internal and external brand sampling and intends to create ‘live experiences’ for shoppers.
Sainsbury will continue to run its own label sampling activity in-house. Sampling is a key plank in ‘Try something new today’ and the company is extending own label sampling from 100 to 300 stores.
“SAS will bring a fresh and creative approach to both internal and external sampling,” said Sainsbury food advisor and sampling manager Lorna Davis.
SAS chief executive Ian Taylor said: “Previously brands may book a store weeks in advance and then a product could be delisted or run low. We will be plugged into Sainsbury’s distribution systems and upweight stock for sampling.”