State Co-Promotions: Leverage Return of Consumer Events and Travel

Whether Americans are on the road, on vacation or at the state fair, state peanut organizations reached their consumers in new, creative ways with the support of co-promotion funds from the National Peanut Board (NPB). Since 2004, NPB and state peanut producer organizations have combined co-promotion dollars to creatively promote America’s favorite nut in their respective state. In 2021, seven state peanut producer organizations put their money to good use to keep peanuts on the minds of consumers.

Oklahoma Peanut Commission

OPC hosted a cooking with peanuts contest at the Oklahoma State Fair in September 2021. Entries consisted of peanut cakes, pies, candies and more and were judged by a panel of peanut culinary experts. OPC also set up a booth where visitors could try samples of freshly roasted peanuts.

(L-R); Les Crall, OPC Chairman and NPB Chairman; Linda Gronewaller, winner; Ron Sholar, OPC executive director

Texas Peanut Producers Board

TPPB continued their ads promoting Texas peanuts on semitractor-trailer trucks. These trucks reached thousands of eyes as they hauled product all over the country.

Alabama Peanut Producers Association

APPA had food bloggers and culinary experts go on a peanut harvest tour in Alabama. They had the opportunity to meet growers, visit a buying point and sheller and learn about peanut research and nutrition. Co-promotion funds were also used to create promotional graphics for APPA’s trailer.

(L-R); Jimmy Jones, Henry County Extension Coordinator; Constance Smith, food blogger

Virginia-Carolinas

Virginia-Carolinas used their co-promotion funds on billboard campaigns reaching travelers on major highways in the region, promoting the nutritional benefits and sustainability of peanuts. Each billboard had weekly impressions of up to 215,000.

North Carolina Peanut Producers billboard

South Carolina Peanut Board billboard

Virginia Peanut Growers Association billboard

Georgia Peanut Commission

GPC took advantage of New York City starting to reopen and pedestrians being back on the streets. GPC partnered with NPB to create a billboard ad in Times Square. The ad ran 40 times per day from November 2021 through March 2022 and was aimed to target Gen Z and millennial shoppers.