Peanuts for Patriots
The goal of the campaign is to create a movement through the Planters Peanut company in support of the american troops in deployment, as planters trail mix is both a favored snack among enlisted people and Planters has earlier roots in partnering with the us military
The goal of the ad is to encourage the public to buy Planters trail mix by donating snacks to deployed military members in parallel to consumer purchases.
Rational/Emotional Reasoning
Campaign logo
traditional media
Package Design
Cardboard Stand In/ Box Display
Commemorative Postcard
Based on my interviews, my target audience wanted a brand that was strong as a brand, something that was recognized as a brand from its years of consistent quality. Planters was an easy choice, and tying its visuals to imagery of a soldier creates an image of strength. the main poster contains a soldier pulling a bag of planters out of his pocket, which helps it read as fuel for the men and women deployed.
The campaign logo is a stylized dogtag, with the Planters logo as well as the campaigns’ main slogan, “Peanuts for Patriots”. the slogan makes the campaigns goal of donating snacks to enlisted soldiers seem like a rightious task, while also implying that those who participate are more patriotic because of it.
