The National Peanut Board’s 2025 Health Nut Club campaign set out to connect with Gen Z, a generation of 69 million that represents 20% of the U.S. population, by inspiring peanut consumption to fuel on-the-go performance and nutrition.
Three integrated strategic pillars drove the campaign’s success:
• College activations: Interactive fuel zones, a custom food truck, peanut-inspired brand partners, and immersive campus experiences.
• Social influencer ambassadors: Authentic content shared across social platforms helped build a vibrant digital community.
• Retail shopper marketing: Dynamic in-store and digital programming created unique paths to purchase engagement.
This was not just a campaign. It was a movement that sparked conversations around nutrition, sustainability, and wellness while amplifying the peanut industry, U.S. peanut farming families, and brand partners.
Ready to see the impact and results?
• Watch the full Health Nut Club campaign video
• Check out Fuel Zone campus highlights
• Explore the NPB website for more campaign insights