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NOMO's Sampling Case Study
NOMO x ASOS
Samples distributed
14,000
Campaign reach
47,040
Channel
Sampling
Partners
ASOS
Sector
FMCG
Product
Confectionary
About NOMO
NOMO Chocolate is the UK’s No.1 plant-powered chocolate. Their name stands for No Missing Out – and they promise to provide completely plant-powered
chocolate, also free from dairy, gluten, egg and nuts, without compromising on
taste.
“Say goodbye to FOMO and hello to NOMO – where inclusivity
meets irresistible taste!”
The Goals
NOMO wanted to place mini bar and mini bunny samples in ASOS parcels to drive trial, increase brand and product awareness and gather consumer insights on their products.
NOMO were looking to target “allergy sufferers” and “ethical lifestylers”.
The Strategy
Relish facilitated a partnership between NOMO and ASOS. Relish felt like this was the ideal partnership because the ASOS audience are predominantly Gen Z and Millennial who tend to be more likely to seek vegan, dairy-free and free-from products. Placing samples via ASOS also enabled us to tap into the ‘at-home snacking’ moment.
NOMO were looking to sample 14,000 samples of their mini bars and mini bunnies. These were placed via ASOS and supplied with an A5 insert that was attached to the sample.
We were also able to utilise Try.Love.Buy, their insight offering to gather consumer feedback on the product.
The Outcome
This campaign reinforced the effectiveness of the Try.Love.Buy approach, with the ASOS audience showing high levels of product enjoyment and purchase intent. This demonstrates that NOMO has strong appeal beyond its core dietary-focused audience, with the potential to resonate more broadly. Positive feedback and indications of word-of-mouth sharing further highlight the brand’s ability to build awareness organically, particularly among communities connected to dietary needs and ethical lifestyles.
“Since I found out I am lactose intolerant, I wondered if I would find any chocolate that I actually like. I was recommended this brand by a friend and I love it! I cannot tell it’s dairy free so now it’s my special treat!”
“Absolutely love it so much and I love that it is free from so many ingredients . I will be sure to let my family know who are gluten free :)”
“It was amazing! I didn’t have much expectation because I never had vegan chocolate before but it was so delicious I couldn’t even tell the difference! It was creamy and the flavours were perfectly balanced! ❤️”
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