Müller is set to run its Müller Rice Perfect Snack Tour for the second year running.
The focal point of the 2008 activity will be a branded double-decker bus, which is set to tour festivals, shopping centres, town centres, university campuses and offices between the months of April and July.
During this period over 925k samples of Müller Rice will be distributed by the tour organisers, the experiential marketing agency Sense. A competition will also be run for a chance to win cash prizes.
The new activity follows the success of last year’s. For every pot sampled, conversion saw some 7.3 pots purchased.
The 2007 tour also produced over 6,000 new data entries to the Müller database and over 36,000 entries to the competition.
Sense Director, Bruce Gardner, said, “With a polarising product such as Müller Rice it is always a challenge to encourage consumers to trial.
“Post activity pot purchase shows that the activity not only reached a huge number of trialists, it also resulted in heavy post activity consumption delivering a positive ROI for Müller.”