When Robert Timms prepared to launch a new line of premium coffee sachets, they faced a significant market challenge: the prevailing consumer belief that instant coffee is inferior to barista-made coffee. To disrupt this perception and drive trial, they needed a partner with proven expertise in executing large-scale, impactful product sampling campaigns.

LiveWorks was engaged to design and execute a comprehensive two-week strategic sampling activation. Our end-to-end management solution targeted high-footfall locations across metropolitan Sydney and the CBD, aiming to place the product directly into the hands of thousands of consumers. We developed a detailed logistical plan, managed all operations, and empowered our Brand Ambassadors with extensive training on key messaging to effectively communicate the product’s superior quality.

A key logistical hurdle was managing stock distribution across the wide geographical spread of activations. Our innovative, mobile-first solution was the “Robert Timms Sampling Van”—a dedicated vehicle that served as both team transport and a mobile warehouse. This streamlined operations, eliminated the need for costly daily couriers, and ensured the campaign ran with maximum efficiency.

The result was a definitive success. The campaign achieved 100% of its primary KPI, distributing the entire target volume of samples and generating thousands of positive, one-on-one brand interactions. By directly challenging consumer skepticism at the point of trial, we successfully shifted perceptions and created tangible market momentum for the new product. The strength of this partnership led to a subsequent collaboration for the brand’s successful relaunch.