Case study: Toblerone train station sampling with 50'000 contacts
50'247 contacts in 10 days. 5 train stations. 20 promoters. A brand everyone knows: Toblerone. This is the story of a campaign that shows what professional product sampling looks like. From the first briefing to the final report.
Contents
The briefing
September 2025. The Brand Manager from Mondelēz calls. The task: Toblerone is launching a new Limited Edition and wants maximum reach in German-speaking Switzerland and Romandy. The timing: early November, in time for the Christmas season. The objective: 50'000 contacts with product sample and coupon.
The framework was clearly defined:
- Fixed all-inclusive budget (staff, logistics, material, stand fees, reporting)
- Period: 10 campaign days, spread across 2 weeks (Mon-Fri)
- Contact target: 50'000 people with product sample
- Additional: coupon distribution for retail
- Reporting: daily numbers, final report with photos
The central challenge: 50'000 contacts in 10 days means 5'000 contacts per day. With an acceptance rate of around 65 %, we had to address 7'700 people per day. That requires at least 4 teams of 4 at high-frequency locations.
Planning: locations and logistics
Location selection is the foundation of every sampling campaign. We selected five train stations based on our historical data from over 200 station campaigns:
| Station | Days | Teams | Expected contacts/day |
|---|---|---|---|
| Zurich HB | 4 | 2 teams of 4 | 6'400 |
| Bern | 2 | 1 team of 4 | 2'800 |
| Basel SBB | 2 | 1 team of 4 | 2'500 |
| Lausanne | 1 | 1 team of 4 | 2'100 |
| Lucerne | 1 | 1 team of 4 | 1'900 |
Total forecast: 51'400 contacts. We always plan slightly above the target because there will be lost days. Rain, technical issues, late material.
How long does planning a train station sampling take?
Planning a professional train station sampling in Switzerland requires at least 6 weeks of lead time. The biggest time consumers: SBB stand permit (4-6 weeks), team casting and briefing (2 weeks), material production and logistics (3 weeks). Experienced agencies start these processes in parallel.
Logistics for a campaign of this size include:
- 60'000 samples (20 % buffer on 50'000 target contacts)
- 60'000 coupons
- 5 promotion tables with branding
- 20 branded aprons and caps
- Transport vehicle for daily material delivery
Everything is stored in our warehouse in Zurich-Altstetten. From there, we supply the locations daily at 6:30 in the morning. One driver, one route, five stations. Sounds simple. It only is if you have the infrastructure.
Team setup and training
For this campaign, we staffed 20 promoters from our pool. Criteria: minimum 4.0 rating in the internal evaluation system, experience with food sampling, available for at least 8 of the 10 days.
Two days before the start: training. Not PowerPoint. Practice. Each promoter gets the product, tries it, learns the three key messages. Then role play: approach, hand over, explain the coupon. 90 minutes, done.
The three key messages for Toblerone Limited Edition:
- "New Limited Edition with Salted Caramel. Only for a short time."
- "Try it. Free for you."
- "With this coupon you get CHF 1 off at Coop and Migros."
Simple. Short. No memorised advertising copy. Natural language. That is critical. Consumers immediately notice when someone is reciting a script.
In addition: every team leader gets access to kyoX. There, they report hourly contact numbers, upload photos, and document special incidents. The Brand Manager from Mondelēz has their own login and sees the numbers in real time.
10 days of execution
Day 1, Monday, Zurich HB, 7:30. Two teams ready. Tables set up, material prepared, aprons on. At 7:45 sampling begins. The morning rush hour immediately delivers high frequency. By 9:00 we have already reached 800 contacts.
The typical day:
- 06:30: material delivery to the location
- 07:00: setup
- 07:30 to 12:00: sampling block 1 (peak: 8:00-9:00 and 11:30-12:00)
- 12:00 to 13:00: break and refill
- 13:00 to 18:30: sampling block 2 (peak: 17:00-18:30)
- 18:30: teardown and reporting
The peaks are clearly defined: morning commuter traffic, lunch break, after-work traffic. Frequency drops between them. But we stay present throughout, because the in-between hours also produce contacts, just fewer.
Day 3, Wednesday. Problem: at Basel SBB, frequency is 30 % below expectation. Reason: construction at the access to the Passerelle. Many commuters use the side entrance. Our solution: we move the team 50 metres to the side entrance. Within an hour, the numbers are back on track. That only works with real-time reporting via kyoX, because the team leader sees the deviation immediately and reacts.
Day 7, Tuesday. Rain in Bern. Outdoor sampling becomes difficult. We move the team to the covered area of Welle 7. Stand fees are higher, but the alternative would be a lost day. The Brand Manager agrees within 15 minutes. In the end, the day delivers 2'400 contacts instead of the expected 2'800. Acceptable.
Results and KPIs
After 10 days, the balance:
| KPI | Target | Result |
|---|---|---|
| Total contacts | 50'000 | 50'247 |
| Samples distributed | 50'000 | 50'247 |
| Coupons distributed | 50'000 | 48'891 |
| Coupon redemption rate | 8 % | 11.3 % |
| Cost per Contact | CHF 1.30 | CHF 1.29 |
| Acceptance rate (average) | 65 % | 67.2 % |
| Budget utilisation | 100 % | 99.5 % |
The coupon redemption rate of 11.3 % is well above the industry average of 6-8 %. The reason: Toblerone is a love brand. People know the product, like it, and buy it gladly. The coupon provides the final push.
Particularly strong: Zurich HB with an average of 3'100 contacts per team and day. That is around 280 contacts per promoter and day. The acceptance rate here was 72 %, the highest of all locations.
Weakest location: Lucerne with 1'750 contacts (below the forecast of 1'900). The reason: Wednesday, school holidays, less commuter traffic. A lesson for the next campaign.
Lessons for your next campaign
What we took away from this campaign:
1. Coupon design matters. The coupon had a clear, large "CHF 1" and the note "Valid at Coop and Migros". No fine print, no QR code jungle. The simpler, the higher the redemption.
2. Two teams per location are worth it. At Zurich HB, we worked with two teams of 4, positioned at two different passages. That way we cover different commuter flows. One team alone would have managed 3'500 contacts at most. Two teams deliver 6'400.
3. Plan a buffer. We had 60'000 samples for 50'000 contacts. In the end, 9'753 were left over. That sounds like waste. It is not. It is insurance against lost days, damaged goods, and reorders that arrive too late.
4. Real-time data enables real-time decisions. The location switch in Basel and the indoor relocation in Bern were only possible because we had the numbers in real time. Without kyoX, we would only have seen the lost day in Basel in the final report.
Checklist for your next train station sampling:
- ✅ Apply for location permit 6 weeks in advance
- ✅ Plan a minimum 15 % sample buffer
- ✅ Promoters from your own pool with rating 4.0+
- ✅ Daily reporting with photo documentation
- ✅ Define a backup location or indoor alternative
- ✅ Test coupon design (the simpler, the better)
- ✅ Debriefing on the same day, not weeks later
Planning a sampling? Discuss your project now. We know every train station in Switzerland.
Frequently asked questions
How many contacts does train station sampling generate per day?
A professionally executed train station sampling in Switzerland generates between 2'000 and 3'500 contacts per day and team. At top locations such as Zurich HB, up to 4'000 contacts are possible.
What does sampling at Swiss train stations cost?
The investment depends on location, team size, logistics, and reporting depth. We calculate each activation individually and send you a concrete quote within 24 hours of the briefing. SBB stand fees are listed separately.
How is a train station sampling organised?
The process covers location permits (4-6 weeks lead time with SBB), material logistics, team casting and briefing, daily setup and teardown, real-time reporting, and a final debriefing with all KPIs.
Do I need a permit for sampling at a train station?
Yes. For promotions at SBB stations, you need a stand permit from SBB Real Estate Division. Lead time is 4 to 6 weeks. Costs vary by station and surface area. An experienced agency handles the entire permit process.
Founder and CEO of PROMOKANT. Over 20 years in field marketing in Switzerland.
Discuss your project?
We look forward to your enquiry.