Foster's Radler is standard Foster's lager cut with cloudy lemon (and a low alcohol alternative at 2% ABV). However, the initial UK launch in March had gone practically unnoticed in the category, so our brief was to create an engaging and laid-back retail brand experience that took cues from the ATL “Aussie boys in the beach hut” – to catch shoppers' attention just in time for barbecue season.

We brought the Australian sunshine to shoppers at seven of Tesco's top superstores. The delicious product was sampled from our very own branded beach hut at the front of store, where consumers were also given a coupon to be redeemed on packs of Radler at various stages over the forth-coming month, to encourage repeat purchase. We also delivered mass product placement throughout the store alongside in-aisle sampling - getting Foster's Radler into baskets before shoppers headed to the checkout.

Over 7 days of activity we distributed over 7,000 samples and 7,100 coupons. 16,700 new customers were encouraged into the lager category in Tesco since launch. Experiential sampling increased overall sales value by 83.2% and customer penetration by 122%.