The suave, debonair Mr. Peanut is taking on a new role as a motivational speaker in a campaign from Planters that intends to highlight the wholesome benefits of peanuts in a fun and entertaning way.
In the Power of the Peanut campaign, Mr. Peanut, who is voiced by actor Bill Hader, shares his affirmations and encourages his audience to "harness the power of the peanut."
TV and digital spots feature Mr. Peanut as the central figure in a motivational seminar, affirming the nutritional benefits of peanuts and encouraging his audience to "believe in its power."
"If anyone has the right to educate about peanuts, it's him," says Ken Padgett, senior associate brand manager of Planters Snack Nuts, of Mr. Peanut.
Planters has also created a Power of the Peanut microsite, which, like any good real-life motivational program, depicts how the protein and nutrients from peanuts can impact virtually every aspect of peoples' lives - including career, relationships, and wellness.
Launched August 10, the site features so-called Successtimonials, in which people share their stories of how they've used the power of the peanut, as well as Faces of Success, in which Mr. Peanut describes the power poses a life coach makes on stage.
"It rounds out the campaign with the beginning and end of a life coach session and what it can do for you in a very stylistic, charming way," says Padgett.
As of August 26, the introductory video has 9,500 views:
According to Padgett, this is a "go-forward campaign," with no specific end date.
"In a way, [Mr. Peanut] can elevate the ordinary," Padgett says. "He does it in a fun, educational way, getting down to what each nutrient can do."
According to Planters, while peanuts are known as a tasty snack, not many people know the small nut is a "strong and mighty legume."
Planters says a one-ounce serving of peanuts contains seven grams of protein and is a good source of six essential vitamins and minerals including vitamin E, phosphorous, niacin, magnesium, and manganese. Peanuts are also a good source of dietary fiber, which the brand says helps support a healthy digestive system.
"Power of the Peanut is a campaign to inform consumers they are a nutrient-dense snack and a very wholesome snack and we want to get the message across in a fun, interactive way that only Mr. Peanut can do," Padgett says. "It's an overall fun but educational campaign that can keep people watching for the humor in it and get across the health and wholesome benefits."
The campaign targets adults 35 to 55, or "people who are looking for better snacks and live a busy life but want to maintain a healthy diet," Padgett says.
The campaign was created by Being New York.
It also includes three print ads and online banners.
In addition, Mr. Peanut will direct his 574,000 Facebook fans to the Power of the Peanut microsite and "we will make sure that we do that with his characteristic style, charm, and wit," Padgett says.
Planters is a Kraft Foods Group brand.
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March 19, 2014