Driving trial and awareness for Fly By Jing’s bold chili oils across key SoCal Whole Foods Markets.

Fly By Jing sought to drive sustained retail velocity and strengthen brand awareness in the highly competitive premium condiment category. With consumers already familiar with the brand online, the challenge was to translate digital fandom into in-store sales and recruit new shoppers through live product experiences.

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• Achieved strong in-store conversion, with a 22.25% average sales-to-sampling rate across 91 approved recaps.
• Engaged over 5,000 consumers and distributed 6,300+ samples, creating more than 20,000 impressions.
• “Chengdu Extra Crunchy” emerged as the crowd favorite, generating repeat-purchase excitement.
• Captured authentic consumer quotes that underscored enthusiasm and brand recognition (“I like the flavor of this more than that Momofuku one.”).
• Delivered high-quality photo documentation each week to capture energy, shopper engagement, and merchandising excellence.

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Duration: August – October 2024
Markets: Whole Foods SoCal Region
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Impact:

• 1,151 units sold
• 20,173 total impressions

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Attack! re-engineered Fly By Jing’s in-store sampling approach to focus on high-touch engagement and product storytelling. Brand ambassadors shared the founder’s story and demonstrated versatile product uses—from pizza toppings to stir-fry pairings—connecting consumers emotionally to the brand while driving trial and sales conversion.

Managed

Attack! executed 100 in-store demos across Southern California Whole Foods locations, overseeing staffing, training, logistics, reporting, and photo documentation.
Each activation delivered measurable engagement and direct sales impact, averaging 57 consumers sampled per demo and maintaining real-time reporting through Promomash to ensure performance transparency and optimization throughout the campaign.


Key Learnings

• Chengdu Extra Crunchy was the top-performing SKU and resonated most with shoppers seeking a balanced heat profile.
• Familiar consumers used demos as a restock opportunity, suggesting strong loyalty and brand equity.
• Pairing ideas (like chili oil with cauliflower pizza) boosted cross-product purchases and expanded use cases.
• Continued visibility at Whole Foods and other premium retailers could sustain growth and recruit new customers through education and trial.

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