Looking for a new summer jam? Planters dropped a new rap performed by actor and comedian Anthony Anderson this week for its “#NutsForDad” Father’s Day push.
In the campaign's music video, Anderson raps an original tune called “Shake It Like a Dad,” a reference to the signature way dads rattle bite-sized snacks in their hands before eating them. Lyrics like “doesn’t get a haircut, he gets ‘em all cut” pay tribute to cringey dad jokes while the film depicts a crew of fathers as a dance troupe, of sorts, reenacting other classic behaviors like watching TV standing and wearing white sneakers. Beacon Street Studios was behind the new track and Adriana Robles of Tool, known for her work on Saturday Night Live, directed the clip.
The song and accompanying music video are tied to a social media contest to win $10k. Planters encourages fans to join its Father’s Day celebration on social media for a chance to be one of ten winners. Between now and June 20, entrants must share a video honoring their own father’s quirks on TikTok, Twitter or Instagram with the hashtags “#NutsForDad” and “#Sweeps” and tagging @MrPeanut.
The “#NutsForDad” campaign is a refreshing change for Planters after a year of tracking Mr. Peanut’s life cycle from Baby Nut to Peanut Jr. and back to full-grown, top hatted and monocled legume after his death in a 2020 Super Bowl ad. (Mr. Peanut does make a minor appearance in the new campaign, however, shaking his own nuts in the final scene.) The marketing shake up comes on the heels of Planters’ recent branding makeover and just one week after Hormel Food Corp.’s acquisition of Planters from Kraft Heinz.