Sampling Bread at Kroger: What 32 Events Taught Us
Stone House Bread wanted to bring its long-fermented sourdough to Kroger shoppers across Michigan. The mid-campaign report covered 32 sampling events across 19 Kroger stores in 16 Michigan cities.
Preparation made the difference. Ambassadors served freshly toasted sourdough with a Michigan olive oil drizzle. Warm bread is a better sample than a cold cube, and it gives the shopper a reason to stop.
Story made it stick. Ambassadors were trained on the brand's heritage, ingredients and fermentation story, so each tasting connected to why the bread is different, and to the fact that it's made in Traverse City.
Consistency mattered across stores. Branded sampling stations gave the program the same look in every location.
Feedback was the payoff. Field recaps captured shopper reactions, photos and performance, including shoppers who chose Stone House Bread over their usual brand after trying it.
For food brands, the lesson is simple: prepare the product the way it tastes best, train staff on the story, and capture what shoppers say.
Frequently asked questions
How many sampling events did Stone House Bread run at Kroger?
The mid-campaign report documented 32 sampling events across 19 Kroger stores in 16 Michigan cities.
What makes a food sample convert?
Preparing it the way it tastes best, like warm toasted bread, and training staff on what makes the product different.
What should a food sampling recap include?
Shopper feedback, photos, counts and any purchases or brand switches observed during the shift.
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About the author
Kyle Christiansen. Founder of Ignite Productions. Kyle spent 20+ years in field marketing at Red Bull, 160over90 and Amazon before building Ignite, a veteran-owned agency that has executed 5,000+ events across all 50 states.
