NATIONAL CAMPAIGN FOR PLANTERS PEANUTS BEGINS
By Adnews Staff
Holmes & Lee of Toronto has created a national billboard campaign for Planters Peanuts that promotes the product as "The Original Snack." The creative places the brand's spokescharacter, Mr. Peanut, in a number of scenes drawn from the past: on an automobile production line in 1922, at the end of WWII in 1945, in a 3D movie theatre in 1955, watching the moon landing in 1969, and at the Summit Series hockey tournament in 1972. Two billboards also place the character in classic Christmas scenes. "This is a brand with tremendous history, and this icon has incredible recognition with customers," said agency president John Lee. "Planters Peanuts has become a snack that rivals anyone else in the category, and this campaign is meant to reinforce that notion." In Canada, the Planters brand is owned by JohnVince Foods of Toronto.