Dutch supermarkets offer between ten and fifteen thousand different products. There are the obvious products like bananas and Coca Cola, but a lot of shelf keeping units (SKUs) you have never heard of, let alone tried.
Lassie's rice pie crust mix was one of them. We got 8.000 people to taste it, and we got a lot more talking along the way: in total, about 100.000 people heard about it during our campaign. And we discovered something interesting: an overwhelming majority preferred is as cake, above dessert.