Hamburger Helper off campus college sampling program and digital media campaign.
The Story: Hamburger Helper tapped Kaleidoscope to help launch its “Unexpectedly Helpful” campaign to college students around back-to-school move-in. In the Fall of 2015, KYFM was tasked to drive product trial through product samples, build awareness and build brand equity among college students. KYFM used its network of off campus college apartments to distribute full-size boxes of Crunchy Taco samples during move-in times. This integrated campaign was amplified with a digital banner ad campaign that was geo-targeted to the sampling locations.
The Happy Ending: Kaleidoscope helped Hamburger Helper reach more than 125,000 college students across more than 90 colleges and universities. More than 78% of students who received a product sample said they intended to purchase the product. Among students who hadn’t heard of the brand before the sampling period, 100% said they were likely to purchase.