Wild Planet samples category growth SKU at Walmart & Kroger
Social Nature x Wild Planet logo

How Wild Planet uses digital demos product sampling to drive category growth at Walmart & Kroger

Category: FOOD & BEVERAGE

Impact at a glance

Wild Planet ran a Digital Demos campaign targeting Kroger and Walmart shoppers between February – June 2021.

18,588 consumers expressed interest in trying sustainably caught skipjack tuna

New consumer acquisition: 88% of the consumers reached have never tried Wild Planet

10,000 samples of Skipjack Wild Tuna delivered to redeem in-store at Kroger and Walmart

91% purchase intent

82% post-trial response rate

4.7/5 star product rating

39% email opt-in rate

Impact at a glance

Wild Planet ran a Digital Demos campaign targeting Kroger and Walmart shoppers between February – June 2021.

18,588 consumers expressed interest in trying sustainably caught skipjack tuna

New consumer acquisition: 88% of the consumers reached have never tried Wild Planet

10,000 samples of Skipjack Wild Tuna delivered to redeem in-store at Kroger and Walmart

91% purchase intent

82% post-trial response rate

4.7/5 star product rating

39% email opt-in rate

The Challenge

While Wild Planet’s hero SKU is Albacore Wild Tuna, the majority of sales in the tuna category are driven by light tuna. Wild Planet wanted to increase the visibility of its light tuna SKU, Skipjack Wild Tuna, to capture its fair share of this category segment.

Wild Planet had never sampled their Skipjack Wild Tuna before. So they needed a product sampling partner that could help them bring awareness to the SKU while capturing consumer feedback.

“Our Albacore tuna gets consistently high ratings and we wanted to make sure Skipjack could get the same stellar feedback from consumers.”


– Heather Scott, Senior VP, Marketing, Wild Planet Foods

Wild Planet skipjack noodles

The Solution: Digital Sampling

Social Nature’s Digital Demos sampling program helped Wild Planet build awareness for its Skipjack Wild Tuna.

Over 8200 Kroger and Walmart shoppers tried Wild Planet’s tuna and 91% said that they’d buy it again.

Wild Planet drove additional purchases by including a BOGO coupon, allowing shoppers to try other SKUs and stock up on multiple cans.

“We found that  our Skipjack tuna could perform at the level of Albacore and consumers loved it!”

– Heather Scott, Senior VP, Marketing, Wild Planet Foods

Wild Planet Skipjack Tuna review
Wild Planet Skipjack Tuna review

The Results

Contributing the largest growth to Wild Planet’s CRM

Wild Planet was looking to grow their direct relationships with consumers through their CRM. 39% of shoppers who sampled opted-in to Wild Planet’s mailing list. Digital Demos contributed the largest annual increase to Wild Planet’s direct consumer relationships: now they get to communicate with and retarget these Kroger and Walmart shoppers on a regular basis to grow their brand loyalty and sales.

Skipjack Tuna Melt

Getting in front of new, target consumers

Digital Demos helped Wild Planet build awareness and demand for their Wild Skipjack Tuna SKU. 88% of the 18,588 consumers who expressed their interest in trying Wild Planet’s product represented a new audience to the brand. These consumers have never heard of or tried Wild Planet.

The Digital Demos targeting capabilities allowed Wild Planet to sample to shoppers who buy canned seafood and are interested in sustainability.

“This was a nice opportunity to get in front of an optimized target audience and tell them our story. We were able to do this through our custom page on the platform that included video, branded info, and more.”

– Heather Scott, Senior VP, Marketing, Wild Planet Foods

Aligning sales and marketing objectives

Social Nature’s Digital Demos offers a retail sampling program that makes both marketing and sales teams happy.

“We’ve worked with other sampling companies in the past, but this one actually provides the in-store traffic and turns we need.”

– Heather Scott, Senior VP, Marketing, Wild Planet Foods

Wild Planet Antipasto Tuna Pasta Salad

Gaining confidence in their future portfolio

The insights from Social Nature give us great confidence strategically to move forward as we think about our portfolio priorities. Overall, we had a good experience with the campaign and the solid metrics received.

Heather Scott

Senior VP, Marketing, Wild Planet Foods

About Wild Planet Foods

Wild Planet’s mission is to reinvigorate our oceans by revolutionizing the fishing industry. They set a higher standard in fishing through selective harvesting. Each tuna is 100% pole and line caught to target select species. This eliminates bycatch and juvenile fish. Wild Planet sources their seafood sustainably by working with small-scale fisheries and community fishermen who share the same mission.

Wild Planet Editorial image

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