Driving insight and high-intent CRM via clean-label sampling with French pet owners.

68k of high intent pet owners added to Ultima’s CRM.

40%

would purchase the product

97%

opted in to receive future marketing from Ultima Nature

12k

samples claimed in the first 24 hours

Ultima partnered with SoPost to drive awareness and trial of their pet food ranges, Ultima Fit & Delicious and Ultima Nature.

The campaign focused on reaching engaged pet owners with targeted product samples and gathering rich consumer feedback to guide future positioning and product innovation.

The campaign:

Ultima and SoPost executed a two-wave sampling campaign designed to build awareness and drive conversion among French pet owners.

Wave 1 focused on awareness and reach, using a mix of website popups, Meta ads, TikTok content, targeted email marketing via Ultima’s own database, influencer activations, and online video across devices.

Wave 2 shifted to conversion and retargeting, using Meta lead ads, a sponsored influencer campaign, a gifting activation to encourage trial, and CRM follow-up to reinforce messaging and drive further engagement.

In total, over 72,000 unique consumers received a sample, with nearly 12,000 claimed in the first 24 hours, demonstrating strong early interest and rapid traction.

Results

The results exceeded expectations, highlighting the power of strategic sampling:

Ultima Fit & Delicious: with an average rating of 4.7 stars, a 62% recommendation rate, and 93% opting in to Ultima’s database, Ultima’s Fit & Delicious product was armed with positive reviews and thousands of opted-in highly relevant consumers seeking health-led nutrition for their pets.

Ultima Nature: with an average rating of 4.7 stars, 95% opting in to Ultima’s database, and 3.5% clicking through to ‘Shop Now’, the Nature range exceeded benchmarks across the board, placing Ultima in a strong position to continue to drive momentum and support future sales.

* results were collected at time of trial and are likely to have increased.

Laying the foundation for future success

This clean-label line exceeded benchmarks in both satisfaction and CRM engagement, a clear signal of premium interest and brand alignment.

This campaign was extremley successful when it came to reaching key objectives of CRM growth, and building positive reviews and feedback. The brand was able to connect with consumers who valued their unique selling point of a clean label line, with 40% of respondents stating they would purchase due to recipes tailored to sterilised cats, and 30% appreciating the absence of colorants or preservatives.

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