National Peanut Board President and CEO, Bob Parker, unveiled the new brand platform, “The Perfectly Powerful Peanut” at the American Peanut Council’s industry luncheon recently. Parker also introduced a new advertising campaign to the industry. Developed by the Atlanta-based marketing and advertising firm LBVD, the advertising campaign features visually distinctive artwork of actual peanut plants created by some of the world’s foremost botanical artists. The art serves as a backdrop for photographic portraits depicting those who benefit from peanuts and peanut butter.
Two actual peanut farmers, Jeffrey Pope of Virginia, and Charles Hardin of Georgia, are showcased in the advertising campaign. National Peanut Board will roll out this national media campaign in the first quarter of 2014.
“The Perfectly Powerful Peanut” brand platform revolves around consumer trends and preferences toward health and wellness. One of the main reasons consumers are buying nuts today is for their health benefits. The new brand platform provides a message that is unifying to the entire peanut industry and leverages peanuts’ competitive consumer benefits.
“Our goal is to raise consumers’ health and wellness association with peanuts and peanut butter. Peanuts have seven grams of plant-based protein, more than 30 vitamins and minerals and offer heart-health benefits,” Parker says. “We want to build on these nutrition advantages and the love Americans of all ages have for peanuts, while increasing our competitiveness in the marketplace.”
“The Perfectly Powerful Peanut” aligns the National Peanut Board’s messaging with any industry initiative and works equally well to support all industry groups, brands and other stakeholders.