Bringing Bold Flavors Directly to College Students
Drove trial and awareness among college students by delivering samples to on-campus ambassador teams, housing, and Greek organizations. Street teams were deployed on 14 campuses.
Introduction
SweeTARTS partnered with Aha to drive trial and awareness for Chewy Fusions through a strategically layered sampling program.
The goal was to drive trial, build loyalty, and generate positive brand sentiment by placing Chewy Fusions directly in students’ hands at the right moments on campus.
The Challenge
SweeTARTS faced the challenge of engaging a fast-moving, social, and highly networked audience. College students are bombarded with options, and standing out in a crowded snacking market requires sampling programs that feel spontaneous, social, and relevant to their daily routines. The brand needed a way to reach students where they lived, studied, and gathered—turning first-time trial into enthusiasm and repeat purchase intent.
Our Approach
AHA!! designed a multi-channel campus program that put Chewy Fusions directly into the hands of students across the U.S. By combining venue-based distribution with coordinated street team activations, the campaign put product directly into students’ hands, maximizing reach, visibility, and first-time trial in high-traffic environments.
Key tactics included:
- Sampling at on-campus housing, student groups, and Greek organization events
- Street teams activating product experiences at additional college locations
- Timing sampling moments to coincide with peak engagement opportunities—study breaks, campus events, and social gatherings
- Ensuring hand-to-hand distribution created a personal, fun, and memorable brand interaction
Insights for Candy & Snack Brands
SweeTARTS’ campus program shows how direct, in-the-moment sampling can convert casual curiosity into brand loyalty. For candy and snack brands, AHA! offers:
- Access to highly engaged, social audiences in lifestyle-relevant spaces
- High-intent trial that creates immediate brand affinity
- Multi-channel activations across residences, events, and campus programs
- Measurable outcomes that track intent, sentiment, and engagement
The results demonstrate that smart, well-placed sampling can create meaningful connections with young consumers while boosting trial and loyalty.
