The Brief

Fitness Crackers, a better-for-you snack brand focused on high-protein, flavour-forward crackers, wanted to raise awareness and drive trial in the U.S. market. Their goal was to connect with health-conscious women in professional and wellness-driven environments, specifically in urban hubs like Houston and Washington, D.C.

The brand was looking to:

Increase product awareness among its core demographic

Generate real-time consumer feedback

Drive intent to purchase through authentic trial

The Solution

We activated a strategic workplace sampling campaign across 61 offices and gyms, ensuring products reached consumers in relevant, real-world moments, such as during lunch breaks, desk-side snacking, or post-workout recovery.

We distributed 5,148 individual Fitness Crackers units, reaching over 20,000 consumers. The audience was carefully selected to reflect the brand's ideal profile: female professionals aged 18–49 in health-conscious environments.

Each recipient was invited to try the sample and complete a short feedback questionnaire, offering both quantitative and qualitative insights for the brand.

The Results

The results spoke volumes about the power of sampling in driving product engagement:

87% of participants said they would consider purchasing

67% had never heard of Fitness Crackers before — highlighting the brand awareness gained

78% rated the product between 7 and 10 out of 10

Rosemary was the most loved flavour among the three offered

These metrics not only validated the product's appeal but also identified opportunities for future targeting and messaging.

Testimonials

The gluten free and health conscious people have been enjoying them the most. I like the herbiness and hint of olive oil. The crackers do break quite easily but down to how thin they are.

I was pleasantly surprised by the Beetroot flavor! I wasn’t sure what to expect, but it’s got this slightly sweet, earthy taste that’s really unique. The color makes them stand out, and I’ve actually gotten a few people at work hooked on them too. They feel like a fun twist on a healthy snack, and they’re perfect when I want something different but not too indulgent.

What I love most about these crackers is how easy they are to snack on without feeling guilty. I can grab a few in the afternoon or pack them in my bag, and I don’t have to worry about overeating. The portion feels just right—enough to satisfy without overdoing it. They’re a nice change from all the super-processed stuff out there.