As part of the launch of the National Peanut Board’s (NPB) bold new industry platform, “It’s Not Nuts. It’s Peanuts.”, NPB partnered with creative agency Special U.S. to develop a visually captivating campaign designed to reintroduce peanuts to a new generation of consumers in unexpected ways.
At the center of the campaign is a series of imaginative stop-motion storytelling videos directed by award-winning filmmaker Anthony Farquhar-Smith of Not to Scale. Known for his work on acclaimed productions such as Corpse Bride and Fantastic Mr. Fox, Farquhar-Smith helped bring the campaign to life through 10 handcrafted miniature stop-motion worlds that creatively showcase the wellness, lifestyle, and sustainability benefits of peanuts.
The vibrant scenes feature detailed miniature environments, handcrafted figurines, and real peanut foods woven into playful visual storytelling that highlights how peanuts positively impact everyday life. The campaign’s cinematic style and artistic approach are helping peanuts stand out in fresh, engaging ways across today’s crowded digital landscape.
To further connect with younger audiences and active lifestyles, NPB also partnered with standout athlete Jeremiyah Love. The former Notre Dame running back, 2025 Doak Walker Award winner, and current Arizona Cardinals player embodies a generation of athletes who rely on simple, nutritious foods like peanuts to fuel performance and everyday success. Through the partnership, Love and Virginia NPB board member Westley Drake help reinforce the campaign’s message that peanuts are more than just a snack; they are a powerful source of nutrition and energy trusted by elite athletes and families alike.
The campaign rollout is designed to make a bold national impact. The strategy includes a two-week national YouTube homepage takeover, 24 weeks of high-impact media placements in Atlanta, Chicago, and New York City, expanded lifestyle storytelling across social media platforms, premium digital video placements, and dynamic out-of-home advertising. Consumers will see the campaign featured on digital kiosks throughout Atlanta, wrapped across Chicago “L” Red Line train cars, and displayed on iconic billboards in Times Square.
In addition, the campaign will be amplified through partnerships with 10 nationally recognized influencers who will help introduce the peanut industry’s new identity to broader audiences nationwide.
The stop-motion storytelling videos and Jeremiyah Love partnership content can be viewed across NPB’s social media channels, including Facebook, Instagram, LinkedIn, and TikTok, where the campaign continues to build excitement and momentum around the future of American-grown peanuts.
