Effort: National Peanut Tour
Agency: Hope-Beckham, Atlanta
Twist: The National Peanut Board, formed last year with a $10 million budget and the backing of 25,000 U.S. peanut farmers, launches its first tour this year, aimed at boosting peanut consumption. An "interactive peanut truck" equipped with a 32-foot peanut roams the U.S. this summer, dispensing virtual reality demonstrations of the life of a peanut inside, and thousands of samples of peanuts outside.
Vital statistics: In 21 cities, chefs will demonstrate peanuts' versatility in peanut butter and peanut candy, along with its nutritious value. Local promotions and publicity events are coordinated in cities where the tour stops as well as online (www.nationalpeanutboard.com).
The tour emphasizes the high folic acid content of peanuts, essential in preventing birth defects.
The virtual reality tour takes place inside the 53-foot truck that supports the tour. The show is based on the life of a peanut, Buddy McNutty. Visitors can learn about the history of peanuts; they can also obtain literature and free recipes.