Driving Trial to Support Retail Expansion
Drove trial and awareness of their Overnight Oats by delivering samples and information to first responders and teachers–consumers who seek convenient, easy meal solutions.
Introduction
Proper Good partnered with Aha! as the brand prepared to bring its Overnight Oats from a strong direct-to-consumer presence onto Walmart shelves. This retail expansion marked a critical moment where awareness and trial needed to translate directly into in-store momentum.
The goal was to put the product into the hands of high-need consumers and create a clear connection between sampling and nearby Walmart purchase.
The Challenge
Proper Good faced a pivotal transition challenge: converting an online-favorite product into a successful retail offering. The program needed to reach time-starved, budget-aware consumers who value convenient, nourishing meals, while ensuring trial happened in moments that aligned naturally with the Overnight Oats use case.
Reaching trusted, everyday influencers in authentic environments was essential to driving credibility and consideration.
Our Approach
Aha! developed a targeted, community-based sampling strategy focused on first responders, educators, and healthcare workers. By activating partnerships with fire stations, police departments, EMT offices, and schools, the program delivered Overnight Oats in real moments of need—before, during, and after demanding shifts.
Each activation was intentionally located near key Walmart stores, reinforcing the path from trial to shelf while enabling convenient, grab-and-go sampling within daily routines.
Insights for Ready-to-Eat & Better-For-You Meal Brands
This program reinforces a key insight: retail success is built when trial happens with the right people, in the right moments, and close to shelf. For meal brands navigating DTC-to-retail expansion, Aha! helps drive:
- High-credibility trial among trusted everyday influencers
- Occasion-based sampling that fits seamlessly into routines
- Clear linkage between trial and in-store purchase
- Scalable programs that deliver emotional brand value
Proper Good’s results show how thoughtful, community-centered sampling can turn online loyalty into real-world retail impact.
