About the Client

British Biologicals, a trusted name in the nutritional supplement industry, is renowned for its commitment to developing science-backed, high-quality health products. With a robust portfolio catering to various therapeutic areas, the brand continuously strives to enhance public health awareness and drive product trial through innovative outreach strategies.

Objective

The primary demand of the client was to raise awareness and drive sampling for Bsure, their flagship product. AD Vantage crafted a creative product sampling campaign aimed to introduce Bsure to a broader audience, encourage product trials, and ultimately strengthen brand presence in a competitive nutritional supplement market.

Target Audience

The campaign was strategically crafted to reach:

• Health-conscious individuals
• Working professionals
• Homemakers
• Senior citizens
• Individuals seeking nutritional supplementation and well-being solutions

Targeting was planned primarily geographical, focused on urban residential zones in Mumbai, to reach a diverse consumer base within high-density localities.

Challenges

• Limited consumer awareness about Bsure in local markets
• Difficulty in building consumer trust in a saturated nutritional supplement segment
• The need for a cost-effective, wide-reaching distribution channel
• Ensuring product samples were placed directly in the hands of potential users, not just random recipients

Approach

To overcome these challenges, AD Vantage adopted a grassroots marketing approach for the client:

• We leveraged local trust networks by partnering with newspaper vendors, individuals with daily, direct access to households
• Our team focused on high-traffic, high-density residential zones for impactful outreach
• Our aim was to prioritize strategic physical sampling over digital or indirect engagement to prompt real-world product experiences

Solution

We executed a targeted sampling activity across Mumbai by:

• Distributing 50,000 sachets of Bsure through a robust network of newspaper vendors
• Selecting 10 strategic locations across Mumbai to ensure broad geographic coverage
• Timing the activity during peak morning hours, ensuring maximum visibility and engagement

The plan to use newspaper vendors for the sampling campaign was particularly impactful, as it combined trust, consistency, and visibility, with vendors acting as indirect brand ambassadors by personally delivering the product samples.

Execution

The campaign unfolded in the following steps:

Vendor Onboarding – Local newspaper vendors were briefed and trained on the Bsure product to ensure smooth distribution.

Sample Distribution – 50,000 Bsure sachets were attached to or inserted with morning newspapers across 10 high-footfall areas.

Tracking & Feedback – Real-time tracking ensured efficient distribution, while vendor feedback offered qualitative insights on consumer curiosity and response.

Outcome

• We could achieve a massive reach within a single day, leveraging existing distribution networks without incurring high logistics costs.
• Our strategy could create a direct product engagement by over 50,000 households, translating into a high number of first-time trials.
• We could help the client with increased brand visibility and product inquiries in the targeted zones post-campaign.
• Vendors reported a positive consumer reaction, with many households taking note of the product and expressing interest.

Conclusion

The Bsure sampling campaign for British Biologicals stands as a successful example of hyperlocal, trust-driven marketing. By tapping into Mumbai’s existing newspaper distribution network, the brand efficiently reached tens of thousands of homes, promoting trial and awareness in a cost-effective and meaningful way.

This campaign highlights the value of strategic partnerships and localized execution in driving consumer engagement for health and wellness products.