PLANTERS®
PROTEIN POWERED PROGRAM
the challenge
Planters wanted to reintroduce peanuts to a new generation. One that values wellness, energy, and authenticity.
The challenge was to reposition an iconic snack as a modern protein source that fits the rhythm of real life. The brand needed to reach health-conscious, on-the-go consumers in spaces where fitness, flavor, and community already intersect, and prove that peanuts can power more than nostalgia.
the SOLUTION
SoHo Experiential designed the Protein-Powered program, a multi-channel campaign that met consumers wherever they move: at the gym, on the marathon course, and in the crowd.
The program launched with a three-part strategy.
Venue sampling brought Planters into everyday fitness culture across 11 states, from yoga studios and barre classes to CrossFit gyms and spin studios. Each location became a micro-activation hub offering trial-size samples, branded table tents, and coupons that sparked conversation about peanuts as a protein-packed snack.
Momentum carried into two large-scale live events: the Atlanta Food & Wine Festival and the Portland Marathon & Fitness Expo. SoHo designed a 10x10 pop-up that merged wellness and fun, complete with a peanut-shaped Plinko game, custom photo moments, branded giveaways, and the star of the show: fresh, perfectly salted peanut samples.
Across both events, guests engaged with the brand through playful, high-energy experiences that encouraged sampling, sharing, and surprise. Every element reinforced Planters’ new message: 7g of protein, endless flavor, and a legacy worth rediscovering.
