We demonstrate theoretically and experimentally the phenomenon of vibrational resonance in a periodic potential, using cold atoms in an optical lattice as a model system. A high-frequency (HF) drive, with a frequency much larger than any characteristic frequency of the system, is applied by phase modulating one of the lattice beams. We show that the HF drive leads to the renormalization of the potential. We used transport measurements as a probe of the potential renormalization. The very same experiments also demonstrate that transport can be controlled by the HF drive via potential renormalization.