Planters cleans up Mr. Peanut in model refresh forward of sale to Hormel

Dive Transient:

  • Planters final week introduced a brand new marketing campaign that features a refurbishment of its model mascot, Mr. Peanut, per an announcement emailed to Advertising and marketing Dive. Together with the makeover, the nut model will re-emphasize its dedication to authenticity each in its product and the nice deeds of its customers by way of a collection of spots.
  • “Sustenance,” the primary 15-second spot highlighting the nourishing energy of peanuts, reveals the brand new Mr. Peanut in a cleaner, extra dapper type, replete with sharper graphics and an authoritative voice. The video ends with the tagline “A Nut Above,” referring to the model’s yearlong marketing campaign which goals to financially reward people who pay it ahead by way of acts of “substance.”
  • The brand new refresh, helmed by VaynerMedia and JKR, arrives as Planters prepares to be bought by Kraft Heinz to Hormel, a deal that was introduced earlier this yr and is anticipated to shut someday in Q2. The main target of the brand new artistic is in line with Planters’ earlier campaigns, which over the previous year-plus have emphasised the evolution of Mr. Peanut, albeit to blended opinions.

Dive Perception:

Planters’ new marketing campaign is the model’s newest effort to refresh its look within the eyes of customers. Beginning with “Sustenance” and continuing with a collection of like-minded spots by way of the yr, Planters will focus its consideration on the nutritious advantages of consuming peanuts, at a time when the U.S. plant-based meals market is quickly rising. The model will complement this new message by leveraging its storied heritage, a helpful tactic for when legacy manufacturers hope to instill belief within the high quality and experience of their product.

The artistic can even construct off of Planters’ earlier marketing campaign championing substance. Launched in February, when the U.S. was simply popping out of its peak in each day COVID-related deaths, “A Nut Above” pledged to make use of the model’s $5 million Tremendous Bowl funds to as an alternative reward the selfless acts of people. Comparable efforts to redirect Tremendous Bowl advert spend have been seen by Budweiser, Coca-Cola, Pepsi, Ford and Hyundai. Planters’ initiative will proceed rewarding acts of substance all year long, in accordance with the announcement.

By giving a makeover to Mr. Peanut, who has been the face of the corporate for 105 years, Planters’ marketing campaign makes a symbolic gesture to the model’s evolution, whereas additionally partaking with customers by way of a recent avatar. This debonair model of the mascot — “substance with swagger,” in accordance with the announcement — comes after a year-plus storyline following the dying of Mr. Peanut in a pre-game Tremendous Bowl spot in 2020. Whereas the spot obtained important optimistic chatter on social media, Planters finally selected to take away it within the wake of Kobe Bryant’s dying shortly after the marketing campaign launch. Between the varied different iterations Mr. Peanut assumed over the course of the yr — from child to Gen Zer to middle-aged grownup — the spots obtained a blended bag of reception, in a single occasion falling so flat that it impressed a petition to #BlockMrPeanut.

What’s totally different in regards to the circumstances surrounding this marketing campaign, nonetheless, is that the nut model will quickly start a brand new chapter in its 115-year historical past, because it awaits the closing of its sale from Kraft Heinz to Hormel. The deal was introduced virtually six years after Kraft and Heinz merged to turn into one of many largest CPG corporations on this planet.

Shedding Planters from its portfolio was a part of Kraft Heinz’s bigger plan to avoid wasting $2 billion in prices over 5 years. Because the CPG big continues to navigate its operations within the wake of the pandemic, it is betting extra on advertising, dabbling in quite a lot of artistic stunts and refreshing its legacy choices. As for Hormel, the meals firm can also be attempting its hand at flashier efforts, setting the file for many customers in a digital pizza celebration throughout Hormel Meals Spirit Week final September.

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