National Peanut Board Launches Bold New Brand Campaign to Boost Peanut Consumption
In a spirited move to reimagine one of America’s most iconic crops, the National Peanut Board is launching peanuts in a fresh and exciting way. The organization has unveiled a new brand platform designed to champion the 7,000 peanut farmers across the United States while increasing peanut consumption nationwide.
As part of the initiative, the board partnered with a creative ad agency to develop a new logo, campaign, and tagline, ready to roll out in the coming months. The campaign tagline is simple, catchy, and memorable: “It’s Not Nuts, It’s Peanuts.”
The campaign is designed to be a unifying moment for the peanut industry, bringing together farmers, marketers, and stakeholders to strategically promote peanuts across multiple channels. By targeting younger consumers, particularly the Gen Z population, the board hopes to inspire new habits and increase peanut consumption both at home and in foodservice.
According to Dina Malsome of the National Peanut Board, the campaign represents more than just advertising—it’s a movement. “We’re uniting the entire industry from growers to marketers around a shared vision to increase demand and reduce barriers for USA-grown peanuts,” Malsome explained. “This brand gives us the voice we’ve been waiting for to achieve maximum impact.”
The campaign aims to elevate peanuts beyond their traditional uses, showcasing them as a versatile, nutritious, and essential part of American diets. By combining creative marketing, strategic outreach, and a clear industry-wide message, the board hopes to strengthen the market for U.S.-grown peanuts while fostering awareness and loyalty among new consumers.
For the National Peanut Board, this initiative is about more than selling a product—it’s about telling the story of the peanut, celebrating the farmers who grow them, and inspiring Americans to enjoy peanuts in more ways than ever before. With the “It’s Not Nuts, It’s Peanuts” campaign, the industry is poised to reach new audiences and elevate the profile of peanuts in the modern marketplace.
Audio Reporting by Tyron Spearman for Southeast AgNet.