Blobfish International, recognised as Australia's largest sampling partner network, is significantly expanding its bespoke sampling network in response to growing demand from clients for additional activation opportunities and enhanced targeting and personalisation capabilities.

The expansion sees Blobfish entering several new networks, including custom meat and seafood deliveries through butchers' boxes, and the children, baby, and parent sector with sampling initiatives at childcare centres, swim schools, and recreational centres. Additionally, Blobfish is extending its reach into the national sporting and health industry, encompassing mixed martial arts, pilates and yoga studios, gyms, as well as ice and sauna houses. The company is also targeting students through new partnerships with universities.

Blobfish's expansion follows consistent demand from its clients for improved activation and sampling options. The company has partnered with several key brands across its new network offerings, including Kiddylicious Snacks and Aveeno in the baby and children sector, and F45 gyms in the sporting and health market.

In the butchers' boxes category, brands have leveraged key sporting events such as 'Steak of Origin' to sample to specific audiences. This is achieved by utilising Blobfish's unique first-party data to reach audiences based on demographics, preferences, and geographical location.

Joshua Schmidt, Owner and Director of F45 Noble Park, commented on the partnership: "Our partnership with Blobfish has been a game-changer. Through Blobfish’s sampling, we’ve enhanced our relationship with our clients – they love the thoughtful extra touch in the gym, and it’s helped to drive consistent five-star reviews for our client experience. Blobfish sampling is demonstrative of the power of small details making a big impact."

Blobfish International, established in 2015, is celebrating its 10th anniversary this year. The company partners with major tech firms including Uber, Ola, Didi, Uber Eats, Deliveroo, Menulog, and DoorDash. In 2021, Blobfish expanded its offerings to include Providoor, in-dining, Airbnb, Catch, office sampling, F45, healthy food boxes, grocery delivery, and tradie sampling. The company has worked with brands such as BWS, Coca-Cola, Mars Wrigley Confectionery, Nestle, Optus, Pandora, Red Bull, and Schweppes.

Nicolas Cann, Director of Blobfish International, stated: "Our expansion into several new key networks is testament to our commitment to connecting brands with consumers where they are, and in relevant moments with high engagement when they are most receptive to trial and discovery.

"Blobfish is the only sampling company in Australia that has built its own, controlled network of partners, ensuring logistics and quality control for brands, while also giving them access to unique first-party data, enabling better targeting and contextual opportunities and allowing them to reach audiences at-scale. This expansion is a direct result of demand from our client stable for activation and sampling opportunities across a diverse range of categories, along with the rise of sampling for marketers and brands."

Cann also highlighted the challenges faced by marketers: "The challenge for marketers is ensuring their investment isn’t diluted by poor targeting or generic placement. By engineering our network from the ground up, brands have the ability to sample smarter: to integrate into the consumer’s lifestyle in a way that feels natural, welcome, and persuasive."

Bianca Gombarovic, Aquatic Programs Team Leader at Splash Aqua Park and Leisure Centre, shared insights into their collaboration: "We partnered with Blobfish to sample nappies for local families. This demonstrates our core values - We’re Better Every Day, We’re In It Together, We Show Up, and it’s All for Hume. For many parents and carers, access to essential items like nappies can ease daily financial stress and offer peace of mind. We’re proud of the difference this initiative is making and grateful to the families who’ve shared their stories and feedback. Together, we’ll continue building a stronger, more supported community."