Driving Trial for a Smart Snacking Reposition
Introduction
Planters partnered with Aha! to build awareness and trial around its nutrition-focused positioning, establishing peanuts as a smart, protein-forward snack among active women. While peanuts are a familiar staple, many consumers had not considered them as part of their wellness snacking routine.
The goal was to reintroduce Planters in moments aligned with fitness and healthy lifestyles, using sampling and education to drive first-time trial and shift perceptions.
The Challenge
Planters sought to change how consumers think about peanuts in a crowded, health-driven snack market. The program needed to demonstrate nutritional value and relevance while reaching women in environments where protein and performance naturally matter.
To succeed, sampling had to feel credible, purposeful, and seamlessly integrated into active lifestyles.
Our Approach
Aha! launched a market-specific sampling program centered on boutique fitness studios, pairing peanut samples with protein-focused educational collateral. By combining trusted venue partnerships with targeted on-the-ground distribution, the program connected Planters directly with health-conscious consumers in high-intent settings.
This layered approach encouraged both trial and learning, positioning peanuts as an easy, smart snack choice before or after workouts.
Insights for Snack & Wellness Brands
This program underscores a key insight: trial is most effective when paired with education and delivered in lifestyle-aligned environments. For snack and wellness brands looking to reposition products or reach health-focused audiences, Aha! helps drive:
- Credible trial through trusted fitness and wellness venues
- Education-led sampling that reframes product benefits
- Meaningful engagement with high-intent consumer segments
- Actionable insights into consumer and partner perceptions
Planters’ results demonstrate how strategic sampling can transform a familiar product into a newly relevant, smart-snacking choice.
