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Experiential sampling campaign targeting Tesco, Asda and Sainsbury's shoppers launched for Danone brand Danio

By Angela Haggerty, Reporter

April 4, 2013 | 2 min read

An experiental sampling campaign has been launched for new Danone yogurt brand Danio, which will take it to Tesco, Asda, Morrison's and Sainsbury's stores nationwide.

Danio: Shoppers will be able to sample the new yogurt product

Over the next five months more than 300,000 samples will be delivered across the stores in a campaign created by brand experience agency, BEcause. Shoppers will be able to test the new products at a fully-branded Airstream trailer, set against a backdrop of bright summer colours and beach umbrellas.

Account director at BEcause, Anna Bradshaw, said: "By embarking on an extensive sampling campaign, we hope to introduce shoppers to Danio and allow them to experience the product first hand.

"It's a great way to get people talking, build trust and drive purchase of this excellent product in a cluttered market."

On tour with the trailer will be a number of brand ambassadors, who will distribute discount coupons as well as samples. The launch follows a similar campaign by BEcause for the launch of Danone's Greek-style yogurt product, Oykos, in May last year.

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