The National Peanut Board (NPB) has launched the next evolution of its Something’s Missing foodservice campaign, building on last year’s awareness effort with a stronger focus on lead generation, operator confidence and real-world momentum in K-12 schools and college and university dining programs.
The original campaign reminded foodservice operators that peanuts may be missing from their menus. The evolved campaign builds on that message by showing that schools and campuses across the country are already finding safe, successful ways to bring peanuts back. With the new messages, “Schools everywhere are lining up for peanuts” and “Campuses everywhere are lining up for peanuts,” the campaign positions peanuts not as a challenge to solve but as an opportunity that peers are already embracing.
The campaign supports two priority audiences: school nutrition professionals and college and university dining leaders. For K-12 operators, the campaign directs users to a free guide designed to help schools safely and confidently serve peanuts through allergen-aware protocols, staff training and parent communication. For college and university dining teams, the campaign promotes a new campus dining guidebook that showcases successful approaches from campuses across the country, combining proven protocols with practical menu ideas and implementation support.
Paid, owned, earned and event-based tactics bring the campaign to life through digital ads, e-blasts, press releases, editorial outreach, social media, website content, event signage, handouts and conference materials. The campaign also supports NPB’s broader business development strategy, including operator outreach, lead capture, and case study development.
At its core, the foodservice campaign is designed to move operators from awareness to action by showing they are not alone. Peanuts are already back on menus. Now, NPB is helping more schools and campuses follow their peers with confidence.
