Driving Trial for New Kids’ Snack Flavors
Drove trial, awareness, and purchase among parents with active kids by delivering samples and offers to YMCAs, Parks ‘n Recreation, Kids Camps, and Youth Sports locations across the US.
Introduction
CLIF Zbar partnered with Aha! to increase awareness and trial of new snack flavors among parents of children ages 5–12. While the brand is trusted, many parents were unfamiliar with newly introduced flavors or had not yet tried the CLIF Zbar line beyond their usual purchases.
The goal was to introduce new flavors to parents in relevant, real-life moments that would encourage first-time trial and drive consideration for family snacking.
The Challenge
CLIF Zbar sought to motivate parents to try new flavors within a crowded kids’ snack category. The program needed to reach parents in settings where active play and healthy routines mattered most, while ensuring trial felt easy, credible, and parent-approved.
Our Approach
Aha! developed a contextual sampling strategy designed to reach parents through their children’s summer activities. By distributing samples to parents via camps, sports, and recreation programs, the program encouraged at-home trial without disrupting scheduled activities.
Insights for Kids’ Nutrition & Snack Brands
This program reinforces a key insight: trial is most impactful when it reaches parents at moments tied to family routines. For kids’ nutrition and snack brands looking to introduce new flavors or increase adoption, Aha! helps drive:
- High-intent parent-led product trial
- Reach among new and incremental buyers
- Measurable lift in consideration and purchase intent
- Scalable programs that protect brand and competitive integrity
CLIF Zbar’s results show how thoughtful sampling can move parents from curiosity to confident purchase.
