Yesterday TBWA\Chiat\Day debuted a new campaign for client Planters.
The purpose of this work–promoted with support from Olson Engage–is to emphasize the health benefits of George Washington Carver’s favorite legume.
Here’s the first spot, starring the ubiquitous Mr. Peanut and created with the help of animation studio House Special:
As you can see, this campaign is all about selling nuts as a healthy snack with a particular focus on the client’s new “heart-healthy” mix.
FWIW, this claim is less completely false than most made in food ads; a Harvard study released earlier this month showed that peanuts are just as healthy as their pricier friends like Stephen Colbert’s favorite, the pistachio.
The campaign will, of course, include digital and social components, but it hasn’t quite launched in full yet.
We expect more from Mr. Peanut, who is simply “being himself” here:
Take a deep breath. That’s open-air entertaining you’re smelling. pic.twitter.com/Aq2cRCU2Ax
— Mr Peanut (@MrPeanut) May 13, 2015
While the aforementioned bachelor may be health-conscious, he’s not afraid to have some calorie-heavy fun. Expect more from him in the days to come.
After man invented fire, I went back and invented a reason not to need it. #PlantersSmores
Posted by Mr. Peanut on Thursday, May 14, 2015