Planters Peanuts

Sometimes people crave a salty fix but don’t think of Planters Peanuts. SHOUT FOR NUTS! was an activation campaign we created going beyond the traditional media plan to showcase crave-ability and position Planters as a modern, culturally-relevant brand. We built a machine that had one simple challenge to nut lovers—get free Planters Mixed Nuts if you say “I love mixed nuts!” But here was the twist—the louder you say it, the more Planters Mixed Nuts the machine would dispense. How far will people go to satisfy their craving? Will they get their friends to join them? Will they try it with a megaphone? Will a whole crowd band together to make an epic shout? We recorded the experience with hidden cameras, including one inside the machine that captures the POV from within. We also partnered with a celebrity who is known for shouting, Jim Harbaugh.