Optiwell brand ambassadors will be positioned within Waterloo station from 7am through to 7pm each day, to offer free samples of the new yoghurt drink to passers-by.
Office sampling agency Gems at Work has also been enlisted to deliver the product to office workers around the Waterloo area.
The activity forms part of the Dutch dairy company's new 'Thanks Goodness' campaign, which will utilise Primesight’s entire poster inventory at Waterloo until 28 February, and also includes digital and social.
FrieslandCampina selected Waterloo for the sampling activity and broader OOH campaign as it is a major commuter location for Optiwell’s target demographic of women aged 25-45.
Will Jones, marketing director at FrieslandCampina, said: "The Waterloo domination was chosen for Optiwell, our new delicious yogurt drink, due to the large reach and frequency of coverage it offers. With multiple poster sites in close proximity at the station, it allows for strong brand visibility and impact, which is essential when launching a new brand."
Rubbi Bhogal-Wood, regional business director at Primesight, added: "The Waterloo domination is a brilliant format on which to launch the new Optiwell yogurt drink. The layout of our inventory is the ideal platform to create a giant visual storyboard to share Optiwell’s key messaging around dairy goodness and how easy it is to be a part of people’s daily commute and breakfast routine."
Last week saw frozen pizza brand Dr. Oetker Ristorante kick off a sampling campaign within Waterloo station, which has since moved to Victoria.