Haribo’s Covid-safe sampling for the whole family


Because kicked off their month-long, Covid-safe sampling campaign for HARIBO at Liffey Valley Shopping Centre in Dublin this weekend.


HARIBO, a world-renowned confectionery company, asked Because to help them create an effective BTL sampling and social media campaign that would remind consumers of the ‘Childlike Happiness’ that can be found in every bag of HARIBO. The challenge, the sampling had to be completely Covid-safe.

Centered around the idea of ‘Big Kids,’ the team created the HARIBO helter-skelter and trike to spark wonder among both the young and young at heart. Curious onlookers were invited to choose their favourite of 4 mini bags of sweet happiness from the trike, and watch it pop out of the helter-skelter’s fun tube slides into a basin at the end.

Covid safety was at the forefront of the brand experience. A Covid-safety manager was appointment within the team, and liaised directly with the shopping centre’s Covid manager. Excited recipients waited for their turn at 2-meter floor markers. Brand Ambassadors wore plastic face shields and disposable gloves and were positioned behind the helter-skelter, which provided a protective barrier, and the helter-skelter’s enclosed slides provided the perfect socially distanced delivery mechanism. The basins the little bags of happiness landed in were also sanitized after each sample was collected.

The HARIBO team will be at Liffey Valley every weekend until the 11th of October, so if you happen to be in that part of the world, go unleash your inner child, and find the fun with some socially-distanced sampling designed to put a smile on anyone’s dial.

Author bio


A business leader with 20 years’ experience managing agencies in both the UK and the US. With a balance of client and agency experience, I bring objectivity and a global perspective to integrated campaigns and international platforms for brands across multiple categories and markets. My approach is to bring strong principles of creativity to the business, underpinned with commercial effectiveness.