Driving Trial for Fresh, Healthy Snacks
Drove trial and awareness of fresh kiwifruit by hand-delivering samples to hotels and inns, runs and races, gyms, and community events. Executed in client-identified Mid-Atlantic and Pacific markets.
Introduction
Zespri SunGold Kiwifruit partnered with Aha! to increase awareness and trial among health-conscious, active consumers through a program designed to deliver freshness and human connection.
The goal was to introduce the product in relevant, real-life moments that would encourage first-time trial and drive consideration.
The Challenge
Zespri wanted to connect with consumers during high-intent, wellness-focused moments when they were fueling their bodies, recovering from activity, or choosing mindful snacks. The program needed to reach active audiences in environments aligned with their fitness, nutrition, and lifestyle priorities—while ensuring the product arrived fresh and the experience felt personal and memorable.
Our Approach
Aha! developed a hybrid sampling strategy that combined trusted venue partnerships with on-the-ground street teams, who hand-delivered fresh SunGold Kiwifruit to venue partners. This customized approach ensured quality upon arrival and created a meaningful, human touchpoint.
By activating fitness studios, sports clubs, runs and races, spas, and community centers, the program enabled hands-on trial in lifestyle-aligned settings without interrupting daily routines.
Insights for Fresh Food & Healthy Snack Brands
This program reinforces a key insight: trial is most impactful when it occurs during high-intent, lifestyle-aligned moments. For fresh food and health-focused brands, Aha! helps drive:
- Direct engagement with active, health-conscious consumers
- Trial with new and non-regular users of the product
- Education on product benefits, versatility, and usage occasions
- Insights into consumption behavior, snack timing, and daypart preferences
- Extended reach through sweepstakes and follow-up engagement opportunities
Zespri SunGold Kiwifruit’s results show how thoughtfully placed sampling can introduce new consumers, encourage repeat purchase, and strengthen long-term brand affinity.
