How PUREPOWER Nutrition connects with thousands of retail consumers

Overview & challenge

PUREPOWER is a leading Irish performance nutrition brand, best known for its ready-made meals sold through retail. With a highly repeat-purchase customer base, PUREPOWER wanted to understand who was buying its products, build a direct relationship with those shoppers beyond the checkout, and drive retail buyers toward its online supplement range.

Despite dominating its category on shelf, PUREPOWER had limited visibility into its end consumer once a purchase happened in-store:

Building first-party data: little data from retail buyers to work with beyond the sale itself, the exact gap a first-party buyer database closes for wellness and supplement brands.

Understanding its customer: limited insight into consumer preferences and awareness gaps at SKU level.

Engaging after purchase: no always-on way to reach shoppers again once they left the store, and missed opportunities to build an owned audience from existing retail demand.

Strategy

PUREPOWER launched an always-on, monthly competition using a prompt on ready-meal packaging. Shoppers who scanned the code on the pack could enter that month's prize draw and complete a short survey, giving PUREPOWER structured feedback tied to real retail purchasers at SKU level. The same experience pointed shoppers toward PUREPOWER's online supplement range, and every engagement, survey response, and CRM opt-in was centralised in a single dashboard.

Because the competition refreshed every month, it gave repeat customers a reason to keep engaging rather than a single moment of contact. Brands looking to prove verified sales alongside engagement can see how receipt-verified cashback works.

Results

PUREPOWER built a first-party audience directly from in-store buyers, with actionable insight into consumer preferences and education gaps across its ready-meal range.

• 5,503 shopper engagements from on-pack packaging
• 2,417 survey responses tied to real retail purchasers
• 1,800 email opt-ins added to PUREPOWER's first-party audience

Impact

PUREPOWER also saw a meaningful year-on-year increase in online supplement sales over the same period. That is a commercial outcome the activation supported, not one this activation alone can claim credit for.

What this does show is that an always-on, monthly mechanic keeps repeat customers engaging rather than fading after a single campaign, and that engagement compounds as retail distribution grows.