JULES DESTROOPER

TASTING BRAND AMBASSADOR

Jules Destrooper: A brand experience that sells

On the shop floor, everything revolves around the right moment. Sometimes, a single moment is enough to make a consumer stop: the smell of fresh cookies, a welcoming smile, or the first bite that lingers.
This is exactly what consumers experienced in many Belgian stores during the tasting campaign of Biscuiterie Jules Destrooper, in collaboration with Sarawak. The goal was clear: let consumers experience the brand. Because tasting is remembering.

Tangible brand experience in-store

At Sarawak, we believe strong brands are built on experiences. A tasting is not just a casual sample, but a powerful contact moment where consumers discover the product with all their senses.

For Jules Destrooper, this meant convincing tasters and gradually turning them into loyal fans.

Campaign objectives

• Boost sales of Jules Destrooper cookies, with a focus on the new Crisp’n Cream product
• Increase brand awareness through eye-catching and high-quality in-store activations
• Build brand love and customer loyalty through personal interaction

Tasting is more than just a bite

Sarawak developed an activation strategy centered around experience. In dozens of supermarkets, consumers were invited to stylish tasting stands to discover the typical buttery taste of Jules Destrooper for themselves.

Each stand was staffed by carefully selected Sarawak Brand Ambassadors. Not classic promoters, but true brand representatives. Thanks to a targeted briefing and training at our headquarters, they were fully prepared.

In brand outfits, with product knowledge and genuine enthusiasm, they engaged consumers, shared a tasting moment, and told the story behind the brand: ingredients, craftsmanship, and tradition.
With one clear message: taste today and continue enjoying at home.

From strategy to execution: fully managed by Sarawak

Sarawak handled the entire campaign organization, from preparation to follow-up:

• Everything starts with a preparatory meeting to define objectives, KPIs, and priorities
• Selection of the right stores and positioning on the shop floor by our own Field Sales Team
• Our Field Sales Team discusses extra orders to ensure sufficient stock and support increased sales
• Team selection and preparation of all materials
• Product training for the entire Brand Ambassador team
• Weekly follow-up and reporting via our CRM system
• Additional support and checks via coaching and mystery visits

The result

The approach worked. Consumers who tasted, bought. And most importantly: the brand stayed memorable in their minds. The tasting campaign proved once again that a well-executed in-store activation not only drives immediate sales but also creates long-term brand preference. Let consumers taste. Let them experience.
Sarawak guides you from strategy to results.

Do you want your brand to speak in-store too?

Let consumers taste. Let them experience.
Sarawak guides you from strategy to results.

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