How PUREPOWER Nutrition built an always-on channel to its retail shoppers

Overview & challenge

PUREPOWER Nutrition is an Irish high-protein ready-meal brand with strong share of its category in the chilled aisle. The meals sell well through retail, but the brand had almost no direct access to the people buying them.

Three problems came with that distance:

No line to the shopper after the till: thousands of meals a week leaving shelves, and no way to say anything to the person who bought one.

Thin first-party data: limited data to support CRM, retargeting and shopper insight, the gap a verified customer database is built to close.

An online range its retail shoppers never saw: PUREPOWER also sells supplements through its own store, a natural fit for the same customer, with no channel to introduce it.

Strategy

PUREPOWER put a code on the pack and ran an always-on monthly competition behind it. Shoppers scanned, answered a short survey and were entered to win, all off the back of a real retail purchase. The same experience introduced PUREPOWER’s online supplement range to people who only knew the brand from the chilled aisle.

Because the competition is evergreen rather than a one-off burst, the channel keeps working. Every month of distribution adds more scans, more survey answers and more shoppers PUREPOWER can talk to directly.

Results

Scans, survey answers and opt-ins flow into a single dashboard, giving PUREPOWER a live read on who is buying, what they think and what they buy next. The activation is still running, and the numbers are still climbing.

• 6,100 scans of the on-pack code
• 3,100 survey submissions from shoppers who had already bought
• Product and shopper insight from every answer, at SKU level
• Online supplement sales up 2,400% year on year

Impact

This shows that a code on the pack, backed by a reason to scan, will reach retail shoppers at real volume, and that the channel compounds rather than spikes. PUREPOWER now has a first-party audience it did not have before, plus a route from the chilled aisle to its own online range.

The mechanic here is engagement and survey capture, not receipt verification, so it proves shoppers will act, not that a specific reward drove a sale. For brands that want verified purchases too, receipt-verified cashback adds that layer, and the approach suits wellness and supplement brands selling through retail.