Want your brand experience to stop people in their tracks? Food and drink sampling is one of the most effective ways to do it! A refreshing sip in summer or a cosy treat in winter will naturally draw a crowd, turning your brand awareness campaign into a bustling place that everyone wants to be.
That said, you may have to consider a few things first, such as menu choices, portion sizes, and how to satisfy HFSS rules and venue owners alike.
Here’s how to make free samples a standout feature of your promotional campaign — from creating an inclusive menu to building an experience that shows off your brand.
Match your samples to the experience
Which samples will make the biggest impact at your brand awareness campaign?
Above: Free hot chocolates at SHEIN's 12 Days of Christmas campaign
Think about the time of year and the atmosphere you want to create. Winter calls for hot chocolates or warming lattes, while fresh juices, smoothies, and ice cream sampling suit the heat of summer. What delights people in July might be ignored in November!
Also consider what suits the vibe of your brand experience. Classic whips work for a playful experience, but sophisticated brands might want something artisanal. In either case, you can get the full scoop as we outline the ice cream products available.
Create a sampling setup that works
You can’t just throw out food and drink samples and expect instant engagement. The way you present them is what turns a giveaway into an authentic brand experience.
Above: Inside the Emmi latte vehicle, with LED display wall
Visibility: A bright, well-branded vehicle can attract big crowds before you’ve handed anything out. Add eye-catching touches like roof props, menu boards, or dump bins for quick and easy access.
Equipment: Coffee machines, fridges, freezers, and bain-maries for hot food sampling can be fitted into promo vehicles, so you can serve straight from your campaign hub.
Service: Sampling events need the right people behind the counter. Baristas, caterers, and ice cream specialists keep queues moving so that every guest leaves with a positive impression. See our promotional staffing guide for more on finding the perfect team.
Think about inclusivity
Nothing kills a brand experience faster than someone feeling left out. Planning for different diets early ensures your event's inclusive and reflects your values.
Above: Hollister's matcha pop-up campaign in action
Non-dairy options: Oat milk is low in fat, lactose-free, and now a go-to choice for many brands. We used it for SHEIN’s festive hot chocolates and most coffee activations, making it a staple of allergen-free campaigns.
Nut-free by default: Nut allergies are no joke! To avoid complications and make your brand awareness campaign safe for all, it’s best to avoid nut-based products completely.
Healthy additions: Decaf drinks, vegan squirty cream, and sugar-free food sampling caters to a broad audience so that everyone can join in the fun.
Don’t let HFSS and venue rules trip you up
HFSS regulations can feel limiting, but they don’t have to slow your activation down.
Above: Good Hemp's fresh, HFSS-compliant drinks
Food and drink sampling is treated differently to paid ads, but you still need to think about where you’re sampling and serving size.
That’s because some venues (like most TFL locations) restrict unhealthy treats and may also limit serving size to protect local businesses. A simple swap can keep your event compliant without affecting the overall brand experience.
If you’re worried about HFSS regulations, don’t be! These HFSS-ready marketing ideas will help keep your promotional campaign on the right side of the rules.
Keep the focus on your brand identity
Delicious treats can steal the spotlight, but the star should always be your brand.
Above: A branded tub for My Money Matters, and Kraken's ice cream cone
This is where the details matter. Branded cups, tubs, napkins, stickers, and giveaway bags all help tie the experience back to you. If you’re offering food, little touches like miniature flags, custom wafer tippers, or themed sprinkles can elevate the moment and bring everything back to your branding.
We’ve seen this work beautiful in campaigns like The Witcher activation for Netflix, where we made branded wafers along with custom ice cream. The treat wasn’t just delicious – it felt like part of the world they were building.
Let's bring your sampling ideas to life!
Promohire can help you make sampling a fun, hassle-free part of your experience. From keeping stock safe and providing support vans to helping plan every detail of your activation, we can work to ensure everything runs smoothly.
Above: Landman's free drink and donut 'fuel stop' for Paramount
See our sampling and fulfilment guide for tips on planning, storage and logistics, then use the link below to book a FREE discover call with our team. We’ll explore what works for your brand and discuss building an experience your audience will be excited to share.
Together, we can make sampling simple, fun, and unforgettable.
