Hormel Meals’ Planters makes use of a wholesome serving of nostalgia to introduce its new Nut Duos snacks, with a marketing campaign that includes a musical duo serenading snackers with ‘90s-style R&B.
BBDO MW partnered with Squeak E. Clean Studios to develop the 90-second “Duo-licious” music video. As people open pouches of the flavored nut mixes in their living room, at a park, or in the pool, they summon a duo singing about “flavor harmony.”
The goofy spot from comedy director Clay Weiner of Biscuit Films includes a sax solo, a cane topped with a giant cashew, and an exasperated woman covering her head with a pillow after her partner summoned the duo by snacking in bed.
The target audience for Nut Duos is Millennials, which inspired the brand’s nostalgic strategy with a ’90s R&B look and sound for the duo, BBDO MW artistic director Eric Hansen instructed ADWEEK.
Planters additionally embraced channels it hasn’t historically used, reminiscent of Snapchat and Pinterest, Hansen added. Together with the trio of 15-second spots for TV and streaming channels, the marketing campaign features a Snapchat lens with which the duo serenades customers.
The model can be participating TikTok creators to create recipes impressed by the Nut Duos taste combos: ranch with buffalo, peppercorn with parmesan and espresso with cocoa.
“It’s an opportunity to tap into #FoodTok and celebrate the exciting flavors of this new snack in a way that complements the entertaining duo creative,” Hansen defined.
Hansen mentioned there are not any plans to make use of the duo past the launch marketing campaign, although the way in which they croon “duo the nuts and duo the flavor” is undeniably catchy.
“When we heard crew members walking around and singing the lyrics to themselves on set, we knew we had something sticky,” he mentioned in an announcement.
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