National Peanut Board Launches Bold New Brand: “It’s Not Nuts, It’s Peanuts”
Just as peanut farmers begin to start digging the peanuts, the National Peanut Board has announced a bold, game-changing branding platform aimed at reshaping how consumers view peanuts across the country.
“It’ll give peanuts a voice and a fresh place in culture.”
Unveiled during a live stream event and virtual marketing summit, the campaign aims to elevate peanuts from a simple commodity to an iconic American brand, with the ultimate goal of driving increased demand for U.S.-grown peanuts.
“The National Peanut Board revealed the new brand recently during a live stream event and virtual marketing summit to discuss the marketing rollout. But it’s supposed to really make peanuts boom across the country and increase in demand.”
The heart of the campaign is a fresh new slogan:
“The new theme is, It’s Not Nuts, It’s Peanuts, and it’ll seek to reframe peanuts from a commodity to an iconic brand.”
According to the National Peanut Board, the strategy includes a new logo, refreshed visuals, and a modern marketing approach designed to connect with younger consumers—while still resonating with older generations who already have a long-standing relationship with peanuts.
“The new platform includes a fresh logo and approach to attract younger consumers while not alienating the other generations.”
While the platform was revealed this fall, the full national launch is scheduled for spring 2026, when the campaign will roll out through high-impact, thought-provoking placements across multiple media channels.
“The new brand platform will be fully launched in spring, next spring of 2026, via a series of high-impact, thorough-provoking placements, allowing us to speak about the unexpected potential of peanuts in different ways in different places.”
The entire peanut industry is expected to unite behind the campaign, making it a true national collaboration.
“But the industry collaboration says everybody will be using the theme, and it should be the mission of increase in demand for USA-grown peanuts coming up this year.”
“So we’re getting a new brand, but we will not get to see it until the spring. They are preparing now.”
Audio Reporting by Tyron Spearman for Southeast AgNet.