May 21, 2022

Digital Marketing Education

Latest news and events

Planters taps Reginald VelJohnson in ‘Nutstalgic’ musical holiday spot

The ad comes about six months after Hormel acquired the brand from Kraft Heinz for $3.35 billion. Hormel Foods officials have expressed ambitions to use the brand to complement its existing portfolio of packaged meats, penetrate new markets like convenience stores, and act as an anchor to a developing snacking business.

For now, the brand’s presence in holiday celebrations takes the spotlight. An associated contest offers consumers the chance to win a “Nutsalgia Box” of 80s-themed gifts—a colorful box containing retro Planters brand swag, classic board games, a Bluetooth cassette boombox and a classic movie on DVD.

The brand’s iconic spokesman, Mr. Peanut, has but a small presence in the campaign, appearing as a tree ornament and in décor. The monocled Mr. Peanut was one of the consumer packaged goods industry’s hardest-working figures in recent years, famously having been killed off in a much-discussed 2020 Super Bowl ad that was followed by a progression of spots charting his rebirth.