A Nutty Adventure Through 20 Years of National Peanut Board Campaigns

By Dena Malsom

For two decades, the National Peanut Board (NPB) has been on a mission to spread the love for peanuts and peanut butter far and wide. From quirky mascots to stunning art, the Board’s advertising campaigns have been anything but ordinary. Buckle up as we take a fun-filled journey through some of our most memorable campaigns over the years!

1) Buddy McNutty and the 32-Foot Peanut Extravaganza

Back in the early 2000s, schools and airlines were starting to ban peanuts due to allergy concerns, and sales were taking a hit. What did NPB do? They went big — literally. Enter the National Peanut Tour truck, featuring a 32-foot-high peanut made of steel and foam, cruising across the U.S. The tour was joined by a costumed sidekick, Buddy McNutty. This larger-than-life nut aimed to manage reputation and remind everyone of the peanut’s charm. And no, Buddy wasn’t a monocle-wearing mascot like some other famous peanuts; he was all about spreading nutty fun!

2) Energy for the Good Life

In 2009, NPB took on the task of showing just how mighty peanuts are when it comes to boosting energy. Their “Energy for the Good Life” campaign made it clear that peanuts pack more energy-boosting protein than any other nut. The ads reached out to everyone from moms to athletes, emphasizing that peanuts are the perfect snack to fuel your day and conquer your goals.

3) The Perfectly Powerful Peanut

Fast forward to 2014, and NPB was ready to take peanut promotion to new heights with “the Perfectly Powerful Peanut.” This campaign was a visual feast, featuring hand-illustrated botanical art that celebrated peanuts in all their natural glory. By showcasing peanuts’ authentic plant-based nutrition, the campaign linked them to health and vitality, letting people see peanuts in a fresh, natural light.

4) The Crop of Now

In 2018, NPB turned the spotlight on sustainability with “the Crop of Now.” This campaign highlighted how peanuts are not just good for our health but also beneficial for the planet and the economy. Featuring stories from multi-generational farmers across the U.S., the campaign showcased the dedication to sustainable farming practices and the integral role peanuts play in supporting both our environment and local economies.

5) Project: Peanuts!

In 2020, the world stopped, and people were forced to quarantine. NPB launched a campaign to promote in-shells when crowds weren’t allowed at sporting events. TV ads ran during baseball games to encourage at-home consumption, and growers were featured in a NYTimes article about the issue.

From larger-than-life mascots to beautiful botanical art, NPB’s advertising campaigns have been as diverse and delightful as peanuts themselves. Here’s to celebrating 20 years of nutty innovation and looking forward to many more!