What if athletes who have been fueling up with peanuts for years finally got paid for it? That’s the playful premise behind the National Peanut Board’s (NPB) latest NPB’s latest stunt. Equal parts social media campaign and celebration of America’s peanut farmers, Paid in Peanuts was designed to create authentic, entertaining content that feels right at home on today’s social platforms.
To bring the idea to life, NPB partnered with Virginia peanut farmer and Board member Westley Drake and top football pro Jeremiyah Love to create a three-part social media series. Follow the campaign on Instagram below:
Jeremiyah Love’s success on the field is undeniable, but it was his genuine personality, engaging social media presence and authentic love for peanuts that made him the perfect partner. Rather than creating a traditional sponsorship, NPB leaned into something that was already true: Athletes have been organically promoting peanuts for years by eating them before games, mentioning them in interviews and sharing their favorite peanut snacks online. After the Reels were posted, Men’s Journal featured the partnership and Love spoke with SB Nation about his passions — including peanuts!
While the videos are intentionally lighthearted, they reinforce the many benefits of peanuts. They’re nutritious, convenient and a longtime favorite fuel for athletes. Every bag of U.S.-grown peanuts also helps support America’s peanut-farming families.
By blending humor, authenticity and creator-first storytelling, a favorite snack turned into an unforgettable socail moment that celebrates athletes, supports peanut farmers and proves that sometimes the best payment really is peanuts.
