Shop sought for Peanut Board's $10 mil account

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The National Peanut Board plans to shell out $10 million for advertising in the hope peanut sales will grow. The newly formed board is taking a cue from the National Pork Producers Council and the National Cattlemen's Beef Association, both of which launched new ad efforts last month.

The peanut association, representing U.S. peanut growers, intends to launch a domestic marketing campaign this fall, and last week sent out requests for proposals to advertising agencies. The first-ever generic peanut advertising push aims to build consumption of U.S. peanut products, which have seen a 15% fall-off since the low-fat craze of the late '80s.

"We've seen other commodity boards have great success with generic advertising, and we're hoping to mirror that," said Mitch Head, general manager of the Atlanta-based board, which plans to select an agency in September

The National Pork Producers Council, which began efforts to build demand for pork in 1987 with the launch of the "Pork. The Other White Meat" campaign, recently announced a $26 million integrated marketing effort.

The new ad effort evolves the original tagline, recently rated the fifth-most memorable advertising slogan in America by a Northwestern University study. The ads focus on pork as an alternative to mealtime monotony. Humorous TV spots and print ads are from Bozell, Chicago. According to Al Tank, CEO for the council, the campaign has helped drive U.S. sales of pork to an annual level more than $7 billion higher than in 1987.


The National Cattlemen's Beef Association also introduced a marketing effort in April, specifically to boost women's awareness of the nutritional value of beef in diets. The new campaign, which features two 30-second TV spots as well as print from Leo Burnett USA, Chicago, depicts situations -- such as a business lunch and a wedding -- where women, not men, embrace beef for its nutrients, such as iron, zinc and protein.

Sudler & Hennessey, New York, developed a separate print ad for health professionals.


The new nutrition-focused advertising complements the ongoing "Beef. It's What's for Dinner," campaign launched in 1992, also by Burnett. That overall branding campaign was altered last year to highlight a new range of microwaveable beef products that are more convenient to prepare, an effort that has contributed to double-digit sales and distribution increases for several marketers of such products, according to research by the cattlemen's group.

Other well-known agricultural efforts include Dairy Management Inc. and the National Fluid Milk Processor Education Program's well known milk mustache and "Got Milk?" campaigns, as well as campaigns from the Cotton Board and the Florida Department of Citrus.

The National Peanut Board has requested a two-page summary by June 9. A group of roughly 10 semifinalists will be chosen by July, Mr. Head said.

The U.S. peanut crop is valued at $1 billion annually, while retail sales of peanuts and peanut products such as peanut butter total roughly $2.5 billion. Slight consumption increases of 2% to 3% over the last few years can be attributed to an ebb in the concern over fat, Mr. Head said.

The National Peanut Board also will also spend about $4 million on an international marketing effort.

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