Client: Grubby

Industry: Food & Beverage – Plant-Based Meal Kits

Campaign Type: Experiential Sampling & Brand Activation

Agency Partner: Pro Active

Duration: 6 Weeks

The Challenge

Grubby, a fast-growing UK-based plant-based meal kit brand, was gaining online traction — but like many DTC food startups, they faced a critical barrier:

🔍 “Consumers love the concept, but hesitate to subscribe without first tasting the product.”

To drive trust, Grubby needed a campaign that put the product directly into consumers’ hands — in high-footfall environments — while capturing performance data and conversion behavior.

The Solution: Strategic Sampling by Pro Active

Grubby partnered with Pro Active to design and execute a sampling-first experiential campaign to increase first-time trials and conversions through direct interaction.

🚀 Core Campaign Elements:

1. Branded Sampling Pods
   Eye-catching Grubby-branded kiosks were placed at transport hubs, gyms, and lifestyle hotspots across London and Manchester. Each served freshly prepared tasters of three hero meals.

2. Dynamic Brand Ambassadors
   Trained by Pro Active, ambassadors educated passersby on Grubby’s zero-waste kits, fast prep times, and flavour profiles — building confidence in the product and brand.

3. QR-Driven Conversion
   Each sample came with a sustainably printed card featuring a personalized QR code that tracked engagement and offered a 50% discount on the first subscription box.

4. Weekend Chef Pop-Ups
   On weekends, a traveling chef team ran 15-minute cooking demos using real Grubby kits — visually demonstrating simplicity, speed, and flavor to larger crowds.