“Mighty Small”
NATIONAL PEANUT BOARD Objectives
Help peanuts get the health credit they deserve.
Educate consumers that peanuts are just as nutritious,
yet more affordable than other nutsClarify common misperceptions about peanut-related allergies that have lead to confusion and food bans.
Maintain and grow consumer affection and preference for USA-grown peanuts.
Improve perception of peanut health and nutrition benefits with consistent, competitive, motivating message platform
Increase consumption of USA-grown peanuts.
‘Mighty Small’ Manifesto
Ah, the search for the perfect snack.
You want something convenient, of course. Something you can grab and go, go, go!
But healthy.
Protein is preferred. Antioxidants would be nice. And how about some of those good unsaturated fats? The kind that help you lose weight and keep your heart happy. Without a lot of added anything. No extra processing.
Is tasty too much to ask?
Something that everyone likes? And cheap enough that you won’t break your budget. Or have to get stingy when company comes over.
Nothing fussy.
No napkins required.
No juice dribbling onto your shirt.
Yep, finding the perfect snack can be a big deal.
Or not.
May we suggest the humble goober.
The peanut.
The little legume that inspired good, ole GW Carver. Proof that good things come in small packages. With 7 grams of protein per handful. That crunch and salty flavor you can
close your eyes right now and taste.
The perfectly powerful peanut.
Omni-channel strategy
Much like a Peanut Farmer needs to extract the greatest value from every square inch of land, we needed to extract the greatest value from this non-profit’s media spend. We structured a small-but-mighty brand communications and media plan at the center of our PESO model and asked our media and events planning team to help us identify the greatest results.
Brand Experiences
video content
Print & Digital Advertising
Out of home
Extending the philanthropic story
Native App Experiences
1. Draw your own peanut character [contest entry]
2. “Work for Peanuts” Chore Tracker
Package design
1. DTC retail package design
2. Airline partnership package design
The team
VP & Group Creative Director:
Kevin Flores
SVP – Food & Beverage
Ed Hoffman
Research & Insights
Jen Fieldman
Art Director & Illustrator:
Kevin Flores
Designer:
Rebecca Durkin
Copywriter:
James Brown
Account Director & Consumer Lead
Laura Petrosky
Media Relations & Account Support
Melissa Mowry
Rachel Wingard
Lauren Schultz
Trade Outreach Lead
Max Martens