Assignment:
Develop and implement a grassroots sampling program for Clif Bar in the Northeast with a goal of generating trial of a variety of new Clif Bar products and educating consumers on their attributes.

Solution:
Target a series triathlons and running events for “key-influencer” market within endurance sports, and also utilize street teams in local markets during events to capture “aspirationals” and a broader demographic. Created a team of brand ambassadors with specific experience in multi-sport activities to interact with athletes and consumers at events. Large scale events included Ironman Lake Placid, Nautica York City Triathlon, The Danskin Triathlon and the Westchester Marathon.

Results:
Distributed over 100,000 Clif Bar samples over 40 event days. Generated 12 new retail opportunities for Clif Bar Sales force. Local media outreach also produced a televised segment on ABC TV.