When Jams hit Walmart shelves nationwide, the mission was simple: get people talking and drive in-store traffic.

But like most brands entering retail, awareness doesn’t automatically translate into sell-through. Jams needed to create real buzz, fast.

The Challenge

Jams is a modern twist on the classic PB&J. It’s packed with 10 grams of protein, made with clean ingredients, and now available nationwide at Walmart.

The brand didn’t just want shelf space. They wanted to move product and win hearts, starting with the audience that lives on peanut butter and jelly: college students.

College athletes made perfect sense. They’re constantly on the go, juggling classes, practice, and travel. They need food that’s quick, affordable, and clean. They care about what they put in their bodies, and they’re trusted voices when it comes to health and wellness.

They’re also trendsetters across college campuses. What athletes wear, eat, and post about shapes how Gen Z thinks.

Jams had the perfect product and the perfect audience, but they needed help bringing it to life at scale. Negotiating with athletes one by one. Tracking who posted. Making sure everyone went to Walmart instead of waiting for a shipment.

That’s where MarketPryce came in.

The Solution

We built a nationwide campaign that made Walmart the stage and college athletes the storytellers.

In just three weeks, MarketPryce activated 206 student-athletes across dozens of campuses to create authentic, in-store content around one clear message:

“Jams is now available nationwide at Walmart.”

Athletes filmed themselves buying Jams, taste-testing with teammates, and sharing what made it different: the taste, the clean ingredients, and the 10 grams of protein.

Behind the scenes, MarketPryce handled everything:

• Recruiting and paying every athlete
• Streamlining communication and tracking
• Ensuring brand-safe content that stayed on message and on time

No spreadsheets. No chasing DMs. No chaos.

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The Results

The impact hit fast and hard.

• 206 athlete videos created
• 1M+ total impressions
• 20.3K likes
• 1.6K comments
• 915 shares
• 516% increase in TikTok mentions
• 424% increase in TikTok reach
• 17-point jump in positive sentiment (from 67% to 84%)
• 70× increase in Google searches for “jams pb&j” after Oct 1

That’s not just awareness. That’s retail pull-through.

“The only way we’ll do NIL from here on out. Thank you Jason!!”
— Josh Franko, Founder, Jams

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The Takeaway

Retailers like Walmart love when people are talking about your brand online. It builds credibility before anyone even steps in the store.

For Jams, working with college athletes wasn’t just a marketing play. It was proof that college athletes can move product, not just impressions.

When you combine cultural relevance with retail intent, you don’t just reach people. You make them walk into Walmart looking for your brand.