In collaboration with Cihan Tomato Paste, MAIN Marketing Agency successfully executed a large-scale product tasting and cooking activation campaign across the Kurdistan Region and several Iraqi governorates.

The campaign delivered thousands of direct consumer experiences, strengthening Cihan Tomato Paste’s position within Iraq’s highly competitive FMCG food category.

Why Food Sampling Matters

In staple food categories like tomato paste, taste, quality, and trust are the key drivers of purchase decisions:

• Allows consumers to taste and judge quality directly before buying.

• Builds confidence in flavor, consistency, and cooking performance.

• Increases brand visibility and credibility inside retail environments.

• Generates real consumer feedback to support future product positioning.

Campaign Overview

• Brand: Jihan Tomato Paste

• Locations: Kurdistan Region & selected Iraqi governorates

• Activity: Product tasting & consumer engagement

• Executed by: MAIN Marketing Agency

• Focus: Taste experience, brand awareness, and shelf visibility

MAIN provided a fully managed field activation, including trained promoters, on-ground supervisors, logistics coordination, and creative studio support to capture high-quality campaign content.

Results & Highlights

• Thousands of consumers tasted Cihan Tomato Paste during live activations.

• Strong in-store engagement and positive feedback on taste and quality.

• Professional photo and video coverage for digital and marketing use.

• Improved brand recall and stronger shelf presence post-campaign.

• Smooth execution across multiple cities by experienced field teams.

Measuring ROI

The campaign demonstrated tangible value through:

• Increased trial-to-purchase intent among shoppers.

• A strong content library for social media and future campaigns.

• Valuable insights into consumer taste preferences and cooking habits.

Conclusion

The Cihan Tomato Paste Tasting Campaign highlights how on-ground sampling and activation can create real impact for FMCG food brands in Iraq.

Through strategic planning, professional execution, and creative support, MAIN Marketing Agency continues to help brands connect with Iraqi consumers in authentic, measurable, and results-driven ways.

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