Planters has targeted the car-sharing company Zipcar to promote NUT-rition Peanut Butter through a Starcom campaign. Citing the adventurous character of the Zipcar demographic, the ad invites riders to take an adventure in suggested locations and upload a proof-of-trip photo with designated hashtags via Instagram. Winners get a Zipcar credit. Planters is sampling 9,000 jars in Zipcars and offering coupons to those taking their "Daring Detours."