National Peanut Board Launches Bold New Branding Campaign for Industry
The National Peanut Board is ushering in a new era for the peanut industry with the rollout of its latest branding campaign, “It’s Not Nuts. It’s Peanuts.”
Set to officially launch on May 18, 2026, the campaign represents more than just a refreshed look. It’s a unified effort to elevate peanuts from a commodity to a recognizable and influential brand in today’s food culture.
“May 18 is the day our entire industry comes together as one,” says Ryan Lepicier, chief executive officer for the National Peanut Board. “This isn’t just a National Peanut Board brand. This is your brand. This is our brand as an industry.”
The new USA Peanuts logo is featured on the side of a Thompson Peanut Company warehouse in Headland, Alabama, highlighting the peanut industry’s unified effort to increase visibility for U.S.A.-grown peanuts through the new “It’s Not Nuts. It’s Peanuts.” campaign.
The campaign centers around a new bold creative platform built to highlight the unexpected benefits of peanuts. Through the tagline, “It’s Not Nuts. It’s Peanuts.,” the campaign leans into surprising, attention-grabbing facts about peanuts while celebrating their versatility, nutrition and everyday appeal.
According to campaign leaders, the effort has been in development for more than a year and a half and was shaped through extensive consumer research and testing with audiences across multiple generations.
“We talked to so many people across the country, and we heard similar feedback,” says Chris Fitzgerald, director of brand and consumer marketing. “Consumers wanted messaging that was much crisper and more singular. They wanted us to focus on clear benefits and what makes peanuts unique.”
One of the campaign’s most unique features is its stop-motion creative series featuring miniature Gen Z-inspired characters interacting within immersive “peanut worlds.” The campaign was created in partnership with award-winning stop-motion studio Not to Scale, led by Anthony Farquhar-Smith, whose previous work includes collaborations with major brands and filmmakers.
More than 800 hand-painted miniature characters were created for the campaign, with every movement individually animated by hand without the use of artificial intelligence.
“We wanted to reveal a campaign that shows just how unexpected peanuts and their benefits can truly be,” Fitzgerald says. “Welcome to the tiny world of peanuts, where the smallest details are really telling the biggest stories.”
Alabama peanut farmer and National Peanut Board member Thomas Adams waves the new USA Peanuts flag. The flag is available for purchase as part of the merchandise collection released alongside the campaign launch.
The campaign includes 10 themed “worlds,” each designed to showcase peanuts in different everyday moments and lifestyles such as hiking, studying and baseball.
The campaign rollout includes a national media strategy featuring a YouTube takeover beginning May 18, paid digital advertising, influencer partnerships, public relations outreach, experiential activations and college campus tours.
Out-of-home advertising will play a major role in the campaign, with activations planned in major markets including Chicago, Atlanta and New York City. One of the campaign’s most visible placements will feature a Times Square billboard in partnership with the Georgia Peanut Commission, alongside branded Chicago “L” trains and digital kiosks throughout Atlanta.
The National Peanut Board also plans to expand grassroots outreach through street teams, collegiate activations and partnerships with state peanut organizations and industry groups.
“What’s most important is that we start building one voice for our industry,” Lepicier says. “No matter where you are, when people see USA Peanuts, they know exactly what it represents.”
Industry leaders say the campaign comes at an important time for peanut producers facing challenges such as drought, rising input costs and market uncertainty. By modernizing the industry’s voice and strengthening consumer awareness, the campaign aims to help build long-term demand for U.S.A.-grown peanuts and support the future of peanut farming families across the country.
“At the heart of this campaign are America’s peanut farmers whose hard work and dedication make this crop possible,” says Thomas Adams, Alabama peanut farmer and NPB board member.
By Peyton Woods