AYEM Launch Sampling Campaign

Raise awareness of the new AYEM brand, drive trial across three flavours and connect with targeted audiences in workplaces, gyms and fitness events, while encouraging purchase at local retailers.

Highjam delivered a 9-day targeted sampling campaign across London, reaching AYEM’s key audiences including busy professionals, fashion-led consumers and active exercisers. A mobile sampling approach allowed the team to cover more locations, using usherette trays and cooler boxes across offices and gyms, alongside a lighter branded stand at RunThrough events. Activity was scheduled around peak audience times to maximise reach and product trial. Consumer feedback was also captured to help inform the brand’s understanding of its target communities.