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The Challenge
MadeGood partnered with A Little Bird to answer a critical growth question: How do you get a better-for-you snack into as many hands as possible while learning which experiential moments actually drive trial, engagement, and future activation efficiency? The goal wasn’t just sampling for awareness. It was to deliver product at scale, observe real-world consumer behavior, and gather actionable insights that could guide future experiential investments across markets, event types, and audience segments.
The Solution
A Little Bird designed and executed a two-city experiential sampling program across Chicago and Philadelphia, combining large-scale festivals with agile guerrilla activations to maximize reach, product acceptance rate, and learning velocity.
The strategy centered on three principles:
1. Volume Where It Matters: We prioritized high-foot-traffic, community-driven events where consumers had time, curiosity, and a snacking mindset, enabling MadeGood to sample at meaningful scale.
2. Strategic Event Mix: To evaluate engagement efficacy, we intentionally balanced large festivals, fitness-focused activations, and guerrilla marketing intercepts (parks, playgrounds, campuses, sporting events). This allowed us to compare performance across formats, audiences, and environments.
3. Everyday Locations for Core Audiences: Beyond ticketed festivals, we met consumers in everyday moments. This made MadeGood feel like part of daily life.
The Results
The 2025 MadeGood program delivered exceptional sampling scale and clear insights into what drives experiential success. In total, we distributed 200,380 samples across both locations.
The Takeaway
The MadeGood experiential product sampling program proved that high-impact sampling happens at the intersection of culture, community, and convenience.
By balancing large-scale festivals with targeted guerrilla intercepts, A Little Bird helped MadeGood:
- Get product into hundreds of thousands of hands
- Identify which environments deliver the highest engagement
- Build a clear playbook for future experiential investments
The result was not just trial at scale, but a data-backed understanding of where MadeGood shows up best and why.
What We Did
- Product Sampling
- Campaign Design & Execution
- Experiential Marketing
- Data Capture
- Guerialla Marketing
- Brand Activation
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