Sharing the Good News About Peanuts
People love peanuts. But they may not have always associated peanuts with the nutrition credit they deserve. We set out to rectify that with a campaign that’s all about the protein and nutrients of the lovable legume. Our slogan, The Perfectly Powerful Peanut, gives us a platform that lets us talk about all the various ways peanuts and peanut products make your life better. To do this we meet Americans where they live their lives – on the New York subways, in your favorite magazines and on some of your can’t-miss TV shows. Our ads communicate surprising but highly relevant messages that make peanuts a part not only of life – but of living well. Our messages include the fact that peanuts have more protein than any other nut, they are a Superfood with 30 vitamins and minerals and they fight hunger with a combination of mostly good fats, fiber and protein. The 2010 Dietary Guidelines for Americans recommend a much greater emphasis on a plant-based diet. All the more reason to remind you of what you love most about peanuts and peanut butter and share news about all their beneficial attributes. We know that people will continue to love peanuts and peanut butter, but now you’ll also love what they can do for you.
Here are some of the advertisements featured in The Perfectly Powerful Peanut print campaign: