Lurpak has hailed the success of cross-category sampling in Jempson’s earlier this year. Fruit and veg displays in Jempson’s were rearranged to resemble the Lurpak rainbow from Lurpak’s Be Wonderful and Wise ad campaign, with packs of Lurpak Lightest Spreadable and samples offered in the middle of the produce category. Lurpak said 50% of Jempsons shoppers who sampled Lightest Spreadable had since bought it in-store.