To raise awareness and drive trial of both the Port Salut and J.P Chenet brands. Toucan also wanted to reward loyal consumers with a promotion in a new format.

Toucan activated a promotion for J.P Chenet and Port Salut. The chance of an instant win, plus an automatic entry into a prize draw combines something new with all of the favourite attributes that have proved so popular with these brands previously. The promotion ran alongside an in store sampling event in 75 Tesco and 50 ASDA stores over the weekend prior to Bastille Day, one of France's biggest national celebrations.

The highly anticipated promotion is now live in store on 300,000 bottles of J.P Chenet and 350,000 wedges of Port Salut Cheese.

Consumers are receptive to sampling campaigns and are even more likely to enter competitions after sampling the products in their trusted shopping environments.