FCB Helps Planters’ Mr. Peanut Find Love

NEW YORK Foote Cone & Belding next week will break a TV campaign to support the Planters mixed-nuts line extension on behalf of Kraft Foods. The snacks began shipping to stores as the year began.

One animated 30-second spot shows the iconic Mr. Peanut dashing from a taxi and taking an elevator to the observation deck of a skyscraper. Cane in hand, he rushes about, dodging passersby as if in search of someone or something special. At first, he seems disappointed, then his eyes alight as he spots a giant pistachio in the corner. Mr. Peanut rushes toward the object of his affection and the pair shares a romantic embrace.

Another spot evokes a similar mood, as Mr. Peanut searches a train that is leaving the station when he spies a giant cashew at the other end of the platform and joyfully greets it.

The New York office of Interpublic Group’s FCB created the work, which runs through October. The TV breaks May 15 on ABC’s Oprah and during the season finale of CBS’ Close to Home and other prime-time shows. Print is also in the media mix.

Media spending was undisclosed. Kraft spent nearly $30 million in U.S. measured media on its Planters brand last year, according to Nielsen Monitor-Plus.

Studio AKA in London helped assemble the TV work, which is characterized by soft-hued animation. FCB New York creative directors Sandy Greenberg and Terri Meyer supervised the campaign.

FCB also handles Kraft’s Oreo, Ritz crackers, Chips Ahoy, Macaroni & Cheese, A1, Cool Whip, DiGiorno, Jell-O and Triscuit brands.