Overview
Frazil partnered with Beckert to support retail performance across key markets through a focused initiative: Free Frazil Friday.
The objective was simple: Drive trial at scale, build habitual demand, and support retail velocity through a consistent, repeatable promotional strategy.
The Challenge
Frazil had strong distribution across convenience and retail locations, but increasing velocity required more than availability. They needed to:
- Drive first-time product trial at scale
- Create repeat purchase behavior beyond initial sampling
- Support consistent product movement across locations
At the same time:
- Trial was not being maximized as a growth lever
- Promotions were not fully tied to measurable retail outcomes
- There was an opportunity to better connect marketing efforts to in-store performance
The Approach
We built and scaled Free Frazil Friday as a demand-driving system designed to increase trial and support retail velocity.
1. Trial-Driven Demand Generation
The campaign centered around a simple, high-impact mechanic:
- Free product, once per week, to drive mass trial
- Digitally supported promotion to increase awareness and participation
- Clear, consistent messaging to build anticipation and repeat engagement
The goal:
Get as many new consumers as possible to try Frazil, then convert them into repeat buyers.
2. Market-Level Activation
We aligned the campaign to key retail markets and locations:
- Focused promotion in regions with strong store density
- Coordinated messaging around participating locations
- Reinforced availability to ensure trial converted into ongoing purchase
This ensured demand was created where the product was most accessible.
3. Habit Formation Through Consistency
Free Frazil Friday was designed to be repeatable and expected:
- Weekly cadence to build routine behavior
- Consistent branding and messaging across channels
- Encouragement of social sharing and word-of-mouth
The focus was not just trial, but creating a habit loop that extended beyond the promotion.
4. Continuous Optimization and Scale
Campaign performance was actively refined over time:
- Tracking participation and redemption trends
- Adjusting messaging and targeting by market
- Identifying top-performing locations and scaling efforts accordingly
Results
- Scaled a repeatable trial engine across multiple retail markets.
- Drove significant increases in first-time product trial.
- Built stronger brand awareness and consumer engagement.
- Created consistent weekly demand tied to retail locations.
- Supported improved product movement during active campaign periods.
Conclusion
Frazil strengthened retail performance with:
- A scalable system for driving trial and repeat purchase Increased demand tied directly to store locations.
- A promotional engine designed to support long-term retail velocity.
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