The campaign breaks on network, syndicated and cable TV April 14.
Last year, Planters was supported with less than $1 million in measured media advertising. Although spending wasn't disclosed for the new campaign, the last major push by Nabisco for Planters was the nearly $15 million spent on ads in 1995.
Foote, Cone & Belding, New York, is the agency.
NUTS ARE HEALTHY
The new TV spot aims at communicating that nuts aren't unhealthy. The commercial shows a man and a monkey stranded on a desert island, when a crate of Planters nuts washes up on shore.
"Perhaps we shouldn't . . . we have to watch what we eat," says the man. But the more-sensible monkey points to the label that says the nuts are cholesterol-free (see Bob Garfield's Ad Review, Page 55).
The spot ends with a shot of Planters' signature character, Mr. Peanut, decked out in his top hat, monocle-and bathing trunks. "Relax. Go nuts" is the tagline.
Print ads will start in the third quarter.
The effort also features a cross-promotion with Blockbuster Video in which consumers finding specially marked cans with game pieces can win a free Blockbuster rental or rent one/get one free certificates.
A spot coming in May will highlight the promotion; it will run not only on TV but via Blockbuster's in-store monitors.
TOPS IN CATEGORY
Even without consistent advertising, Planters has outdistanced competitors in the category.
According to Information Resources Inc., Planters led the $1.2 billion snack nut category for the 52 weeks ended Dec. 22 with a 38.8% share. No. 3 Diamond nuts, from Sun Diamond Growers of California, follows private label with 6.3%.
Nabisco claimed Planters is the only nut brand being advertised on national TV.