When reduced-sugar gummy startup Häppy Candy debuted last fall it launched a free sampling campaign online supported by nano-influencers to help drive foot traffic to local retailers, gather consumer feedback and win loyal fans who shared their enthusiasm for the brand with friends and family.
The company’s Founder and CEO Maxi Heidenblut acknowledges the undertaking was a “grind,” but she notes it was also rewarding because it generated overwhelming positive reviews that encouraged more consumers to try the candy – creating a virtuous cycle for steady growth.
Trying is believing
Heidenblut explained the sampling campaign helped win over consumers who she said she knew wanted a better-for-you candy but who were hesitant to buy something new because they were worried it would have an off taste or texture.
“If you look at the Americans who regularly shop candy, 50% of them are looking for better for you options. There is a significant amount of Americans who are looking for sugar in their candy instead of fake sugars. Actually, a third of Americans are looking to avoid sugar substitutes altogether, because they believe they are bad for them. And so, I set out to create a gummy candy that uses less sugar and avoids these fake sugars,” Heidenblut said.
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While Häppy Candy proudly proclaims is value proposition of 70% less sugar on pack and its website, for many consumers trying is believing – which is where the digital sampling campaign and in-store demos help.
Because Häppy Candy initially had limited in-store distribution, Heidenblut offered online free samples with discounted shipping to consumers for a limited time to expand her reach and lower the barrier for purchase when shoppers found her candy in a retailer.
Positive reviews gathered from digital campaign help win over other shoppers
The strategy not only helped Häppy Candy reach hundreds of people within weeks of launching, but the campaign leveraged a Shopify tool that “nudged” recipients to submit a review that could appear on the company’s website. The reviews – and the word-of-mouth praise of the participants – helped convince other consumers to buy the brand, even if they had not yet tried it.
Heidenblut reached out to micro-influencers from New York to help spread the word about the digital sampling campaign and then spent her weekends printing address labels, packaging the candy and writing recipients personalized cards.
“It was a grind, but it is very rewarding, because you get the feedback” and “the reviewers were overwhelmingly positive,” she said.
To build on the momentum of the digital sampling campaign, Heidenblut continues to offer samples in stores where her product is sold with the help of a small local broker. She also is innovating new flavors and pack sizes for different usage occasions, which she says will rollout this year.
