Dive Brief:
- Mr. Peanut, brand mascot of Kraft Heinz's Planters peanut brand, teamed up with sex therapist and relationship expert Dr. Ruth to help fans in the "crunch time" leading up to Valentine's Day, according to a press release.
- Fans were asked to submit love and relationship questions on Twitter. Dr. Ruth and Mr. Peanut made a video where they answer questions and offer advice, some of which makes Mr. Peanut blush.
- Mr. Peanut and Dr. Ruth are still offering last minute advice on Twitter at the @MrPeanut account, where the video has been viewed more than 620,000 times as of press time.
Dive Insight:
With the humorous video and Dr. Ruth partnership, Planters has been able to shake up a heavy amount of social media attention and engagement during a holiday window that's not necessarily in the peanut brand's traditional wheelhouse. The effort shows how the Kraft Heinz label is continuing to lean into slightly edgier messaging as it looks to resonate with audiences like millennials, with some of Dr. Ruth's straightforward advice making Mr. Peanut blush in the video.
With #ValentinesDay around the corner, it's officially #CrunchTime! But don't worry, I've got your back. Together with @AskDrRuth, we are answering YOUR relationship questions. [????ON] pic.twitter.com/Lu12SN6dle
— Mr. Peanut (@MrPeanut) February 12, 2019
Planters has continued to rework the image of its brand mascot to connect with a new generation of consumers, who have been elusive for many in the consumer packaged goods space. The 103-year-old brand recently debuted its first-ever Super Bowl spot featuring Mr. Peanut taking a Planters Nutmobile on a joyride as he races to save Alex Rodriguez from snacking on kale chips. It also recently linked up with Noon Whistle Brewery to develop a co-branded IPA called Mr. IPA-Nut. Planters has subsequently been faring well with consumers in terms of brand awareness and purchase consideration, likely because of the recognizable Mr. Peanut.
Offering relationship advice and helping fans find love around Valentine's Day is a common marketing theme. Packaged vegetable brand Green Giant this week announced a Valentine's Day partnership with dating site FarmersOnly.com to give consumers a week of free premium access. The brand's Jolly Green Giant mascot even set up his own dating profile seeking a mate who will "love him as much as he loves his greens."
Last year, restaurant chain Wingstop also launched a toll-free hotline offering Valentine's tips, a vocal warm-up routine, wing presentation advice, a special holiday mixtape and a hotline rep that would "talk saucy." Callers could also get advice about pre-ordering a Valentine's meal kit.
