With In-Store Sampling on Hold, Brands Get Creative

Where there's a will to get free food and drinks into the hands of consumers, there’s a way

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Grocery stores may be open to put products into the hands of consumers, but for CPG manufacturers, one of their most effective marketing tactics has been temporarily cut off: Due to the coronavirus pandemic, the practice of in-store food sampling is on pause.

“Overnight, in most instances, we shut down our business operations,” said Andrea Young, president of customer experience at Advantage Solutions, a leading provider of in-store sampling services whose partners include Walmart, Target, Kroger and Albertsons.

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