From Fridge to Favourite: YOP’s Student Sampling Win
this is Yop
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Introducing YOP to Students, One Fridge at a Time
When General Mills wanted to get YOP into the hands—and fridges—of students across the UK, they partnered with BAM to deliver a sampling campaign that would boost brand awareness and spark product trials in an authentic, memorable way. With limited brand recognition in the student market, the goal was clear: get YOP directly to students, generate positive first impressions, and measure the likelihood of future purchases through smart, data-led feedback.
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Straight to the Source: Sampling Where Students Live
BAM strategically distributed over 3,700 YOP samples directly into 12 student accommodation blocks across Manchester, Birmingham, and Sheffield—ensuring that the product awaited students as they moved into their new university homes. To expand reach further, an additional 600 samples were handed out at Gloucestershire University’s Freshers Fair, offering direct engagement where footfall was highest. Despite tight timelines and logistical challenges, the YOP campaign successfully reached its target audience in an environment that maximised visibility and impact.
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Feedback That Speaks for Itself
The post-campaign survey, completed by 484 students, revealed powerful results. Over 64% recalled receiving a YOP sample, and of those who tried it, 94.5% said they enjoyed the taste. A striking 54% had never heard of YOP prior to the campaign, demonstrating its effectiveness in introducing the brand to a new audience. Most notably, nearly 85% said they would consider purchasing YOP in the next 6 months, while 97% said they’d recommend it to a friend. Taste, texture, and real-fruit flavour stood out as key highlights in the qualitative feedback.
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Turning Awareness Into Action: Where Next for YOP?
While the campaign proved that product trials convert to positive perceptions, students highlighted a key barrier to purchasing: not knowing where to find YOP in-store. BAM recommends scaling up with a multi-channel student marketing strategy, combining union media, digital brand ambassadors, targeted CRM outreach, and experiential marketing to strengthen brand visibility and drive conversions. Students have shown that they love the product—now it’s about turning awareness into habit and fridge placement into regular purchases.
