Peanut Farmers Will Go to Market Via Ogilvy & Mather

After a four-month review, the National Peanut Board has assigned its domestic advertising duties to Ogilvy & Mather.

Nearly 100 agencies respondedto the the Atlanta-based Peanut Board’s request for proposals earlier this year. What was originally trumpeted as a $12 million account was later reduced to an estimated$3 million. Media funding will come from a set-aside from each year’s peanut harvest.

The two finalists were Ogilvy in Atlanta, which pitched with local minority shop Anderson Communications, and Mithoff Burton & Partners in El Paso, Texas.

The campaign, which launches this fall, will include national television, radio and print work, as well as out-of-home advertising in selected U.S. cities.