In May, the National Peanut Board (NPB) officially unveiled its bold new industry brand platform, “It’s Not Nuts. It’s Peanuts.”; a first-of-its-kind initiative designed to elevate peanuts beyond a pantry staple and position them as a category of one for the next generation of consumers.
The campaign highlights the many unexpected benefits of peanuts, from their nutritional value and sustainability to their role in supporting approximately 7,000 U.S. peanut-farming families. With more protein (7 grams) than any tree nut, the smallest carbon footprint of any nut category, and a versatile, shelf-stable profile, peanuts are proving they are much more than consumers may realize; and technically, they are legumes, not nuts.
The launch marks an unprecedented moment of collaboration across the peanut industry, uniting farmers, manufacturers, and brands behind one cohesive identity centered around American-grown peanuts. Featuring a vibrant new “bright harvest” color palette and memorable peanut-shaped logo, the campaign is already rolling out across multiple channels to connect with consumers in fresh and unexpected ways.
“There’s so much soul in the peanut industry,” said Ryan Lepicier, President and CEO of the National Peanut Board. “We’re turning what some might see as only a commodity into a brand that honors the passion of our industry while leading us into a bright future.”
Developed in partnership with creative agency Special U.S., the campaign brings peanuts to life through visually striking stop-motion storytelling directed by award-winning filmmaker Anthony Farquhar-Smith. NPB also partnered with standout athlete Jeremiyah Love to help showcase how peanuts fuel performance and everyday success.
For growers, this launch represents more than a marketing campaign; it is an opportunity to help shape the future of the industry. As Neal Baxley, 2026 Chairman of the National Peanut Board and South Carolina peanut farmer, shared, the brand supports long-term growth ambitions that help sustain peanut farms for generations to come.
Growers are encouraged to embrace and amplify the new branding by sharing campaign content, engaging with NPB social media posts, incorporating the messaging into conversations with their communities and industry partners, and taking pride in telling the story of American-grown peanuts.
This brand belongs to the entire peanut industry, and its continued success will depend on growers helping nurture, champion, and bring the movement to life across the country.
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