Children’s marketing agency, Kids Business, has launched a FMCG sampling campaign targeting schools, fetes, and community days.

The sampling drive will take place early next year and aims to get products into the hands of 20,000 children and parents nationally.

Kids Business covers food, beverages, baby, education, beauty, and other related categories.

It has clients including Coles, Target, SPC, Kraft, Cottee’s, Campbell Arnott’s, and IGA.

“We know from experience that a high proportion of brands convert customers once they have a chance to trial products,” says Christie Nicholas, MD of Kids Business.

“Some of the brands participating will supplement a trial product with an instore redemption offer, which will further encourage consumers into stores.”

Nicholas told Inside Shopper the idea stemmed from a past project for a beverage brand, where 10,000 samples were distributed to schools.

“There was an influx of sales for that product in stores in the same jurisdiction as the sampling zones around the time of the campaign,” she says.

Kids Business says the campaign is well suited to FMCG brands and products that rely heavily on product trials to convert shoppers.

Samples will be distributed directly through schools, community groups, and sporting associations that have registered sample requests with Kids Business.

Products or showbags will be distributed to students at fetes, community days, and school celebrations.