Marketing To Firefighters: How Clif Bar & Company Redefined Product Sampling

Goal:

Deliver a new product line to a hyper-targeted audience -- eliminating inefficiencies and informing this key demographic of the many nutritional benefits their new product offers.

 

The Huddle Solution: 

Flip the traditional product sampling model on its head, and aggregate firefighters in multiple markets to create a meaningful communication channel for Clif Bar & Company to directly deliver its featured product and informative nutritional posters.

 

It was like a door-opening event on Black Friday when the package arrived at the station. Thanks Clif Bar!
— Cherryville Fire Chief

 

Results:

Clif Bar and Company served 200 fire stations in four markets with 50,000 free Clif Builder’s Bars and educational posters. Their campaign left an impression with firefighters and created a response that will likely ensure invaluable brand loyalty.

Product sampling goes back hundreds of years and has largely been executed the same way. Until Clif Bar & Company implemented an innovative strategy to reach its target audience by sampling like never before. 

 

A New Product Sampling Model


Instead of hoping for the right customers to come to you, take your product directly to your target consumers - and make them fall in love!

When Clif Bar & Company released its Clif Builder's Bars,  the great-tasting product resonated with tough, on-the-move individuals needing a high-protein snack for fuel.

Targeting fire stations in four specific DMA's, Huddle crafted an efficient approach that resulted in a wide network of fans. By serving our nation's brave firefighters through providing free Clif Builder's Bars, this product not only reached its target audience but also created local buzz.