Driving Trial and Velocity Across Sprouts and Publix

• Tia Lupita needed to drive velocity for a new premium-priced product ($19.99 MSRP) in a new category, with underperformance risking delisting.
• The retailer’s in-house demo agency was averaging only 1 unit sold per demo.
• Tia Lupita required a field marketing partner with proven success in shopper conversion, account acquisition, and live engagement to reverse trends and build momentum.

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• Replaced the incumbent demo partner with Attack!’s performance-driven demo model, focused on storytelling, sampling, and conversion.
• Designed a data-driven demo approach optimized for health-conscious and adventurous shoppers.
• Managed all staffing, training, logistics, fulfillment, and in-store execution.
• Deployed coupon incentives and product education to increase trial and repeat purchase.
  
• Delivered measurable results and earned retail expansion in both chains following the program’s success.

Results

• Duration: Nov 8 – Dec 30  
• Markets: Sprouts & Publix Stores Nationwide

Concepted

Re-engineered the in-store demo strategy for Tia Lupita’s new Salsa Macha and hot sauce line, introducing performance-based sampling tactics to boost trial, velocity, and retailer confidence.

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Managed

Executed 185 demos across two major retail partners — Sprouts and Publix — handling staffing, training, logistics, couponing, and field operations for 8 weeks.

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Key Learnings

• Sprouts stores outperformed Publix by 46%, highlighting the value of aligning demos with health-focused shopper profiles.
• Coupons and storytelling drove significant lift and brand affinity.
• Feedback suggested opportunities for milder variants, oil adjustments, and price promotions to expand audience reach.
• Sell-outs across several stores underscored demand and the need for stronger replenishment coordination.

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