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. Clear Studios to develop the 90-second “Duo-licious” music video. As individuals open pouches of the flavored nut mixes of their front room, at a park, or within the pool, they summon a duo singing about “taste concord.”
The goofy spot from comedy director Clay Weiner of Biscuit Movies features a sax solo, a cane topped with an enormous cashew, and an exasperated girl masking her head with a pillow after her associate summoned the duo by snacking in mattress.
The audience for Nut Duos is Millennials, which impressed the model’s nostalgic strategy with a ’90s R&B look and sound for the duo, BBDO MW inventive director Eric Hansen instructed ADWEEK.
Planters additionally embraced channels it hasn’t historically used, comparable to 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 partaking TikTok creators to create recipes impressed by the Nut Duos taste combos: ranch with buffalo, peppercorn with parmesan and espresso with cocoa.
“It’s a possibility to faucet into #FoodTok and rejoice the thrilling flavors of this new snack in a manner that enhances the entertaining duo inventive,” Hansen defined.
Hansen mentioned there aren’t any plans to make use of the duo past the launch marketing campaign, although the best way they croon “duo the nuts and duo the flavour” is undeniably catchy.
“After we heard crew members strolling round and singing the lyrics to themselves on set, we knew we had one thing sticky,” he mentioned in a press release.
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