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Being NY’s ‘Power of the Peanut’

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Bill Hader voices Planters campaign to highlight health benefits of peanuts

Being NY’s ‘Power of the Peanut’

Peanuts are known to be a delicious snack, but not many know that the peanut is a strong and mighty legume, despite its size. Planters, America’s leading snack nut brand, is launching a campaign to remind people that peanuts – with seven grams of protein and six essential nutrients – are actually quite powerful. 

In the integrated campaign by BEING New York, Mr. Peanut - voiced by Emmy Award nominated actor and former “Saturday Night Live” star Bill Hader - takes on the new role of a life coach who shares his affirmations with the masses to “harness the power of the peanut.” The three TV and four digital spots, which start airing this month, feature Mr. Peanut looking to inspire a motivational seminar audience where he reaffirms the nutritional benefits of peanuts and encourages them to “believe in its power.” 

“Peanuts are even more nutritious than you might think. They are a nutrient-dense snack with seven grams of protein and six essential nutrients,” says Peter Cotter, Brand Manager for Planters. “Showcasing Mr. Peanut as a motivational speaker in this campaign creates a fun and entertaining platform that’s consistent with the Planters style, wit and charm while still communicating the wholesome benefits of peanuts.”

Planters also created a microsite – – that humorously depicts how the protein and nutrients from peanuts can help reshape every aspect of peoples’ lives: from their career to relationships to overall wellness. Launched on August 10, the site features “Success-timonials,” where people share their success stories of how they’ve used the power of the peanut – both personally and professionally. 






The campaign, created by BEING New York, will also include three print ads and online banners. To view the ads and the videos, visit 




            Client    KRAFT            
            Product    Planters Nuts            
            Agency    BEING            
            Title(s)    Power of the Peanut Campaign            
                "A Gift from Nature" :30, "Personal Peanut Power" :30, "Nature's Tiny Miracle" :89 and :30, "The Lover's Nut" :65, "Intro":70, "Peanut Power at Work" :48, "Hulu" :45            
            Running Time    see above            
            Broadcast Date    8/12/2013            
            Medium (web,TV,other)    broadcast, web, print            
AGENCY            Company    BEING (TBWA/Chiat/Day)            
            City, State    NY, NY            
            Creative Director    Kris Wixom            
            Creative Director    Alisa Wixom            
            Art Director    Craig Duffney            
            Art Director    Ani Munoz            
            Copywriter    Allon Tatarka            
            Executive Producer    Jason Souter            
            Sr. Integrated Producer    Howard Howell            
            Print Producer    Laura Custus            
            Art Buyer    Katie Johnson            
            Group Account Director    Brett Edgar            
            Account Director    Hugo Murray            
            Account Executive    Hunter Serenbetz            
            Assistant Account Executive    Kelly Mendola            
            Head of Digital Strategy    Aki Spicer            
            Group Planning Director    Sarah Watson            
            Senior Digital Strategist    Tasha Dean            
            Associate Planner    Manuel Hernandez            
            Digital Project Manager    Ken Kobel            
LIVE ACTION PRODUCTION            Production Company    Chelsea             
            Director    David Gordon Green            
            Director of Photography    Eric Treml            
            Executive Producer    Allison Amon/Lisa Mehling/Pat McGoldrick            
            Line Producer    Shanah Blevins            
            Head of Production    Adam Gullner            
STOP MOTION PRODUCTION            Production Company    LAIKA/house            
            Directors    Mark Gustafson, Aaron Sorenson            
            Executive Producer    Lourri Hammack            
            Producer    Rebecca Bowen            
            Production Coordinators    Alix Iverson, Karina Lomelin            
            Production Assistants    Heather Anderson, Dave Gulick, Austin Raz, Lindsey Reif, Roy Young            
ART DEPARTMENT            Storyboard Artists    Aaron Sorenson, Simon Thelning            
FABRICATION            Character Fabrication    Jessica Bronk, Elodie Massa Allen, Katie Mello, Margaret Meyer, Sara Neiman            
            Prop & Set Fabrication    Greg Boettcher, Rob Melchior            
CG            Technical Directors    Clay Connally, Patrick Van Pelt            
            Modeler, Texture Artist    Josh Tonneson            
            Lighting Artist    Matt Reslier            
            Animator    Allan Steele            
            Rigger    Terence Jacobson            
            Motion Graphics Artists    Brian Aebi, Erich Richter            
STAGE            Director of Photography/Moco    John Nolan            
            Assistant Camera/Swing    Clay Connally, Jake Hauswirth            
            Animators    Amy Alexander, Julianna Cox, Payton Curtis, Wendy Fuller, Chris Ohlgren            
            Wrangler    Sarah Hall            
            Stage Manager    Erica Johnson            
EDITORIAL            Editor    Michael Corrigan            
            Flame Artist    Rex Carter            
            Flint Artist    Leif Peterson            
            Editorial Manager    Melissa Tvetan            
            Assistant Editor    Travis Ezell            
DIGITAL PRODUCTION            Digital Production    Unit 9            
VFX            VFX    The Mill            
            Sr. VFX Producer    Emily Branham/Dan Roberts            
            VFX Shoot Supervisor    Gavin Wellsman / Laurent Giaume            
            2D Lead Compositor    Antoine Douadi            
            3D Massive    Laurent Giaume            
            Designer/Animator    Ned Piyadarakorn            
TELECINE            Color Grade    Company 3            
            Colorist    Tim Masick            
MUSIC HOUSE            Music Company    Singing Serpent            
            Executive Producer    Glen Galloway            
            Executive Producer    Dennis Culp            
            Composers    Chris Fulford-Brown/Rafter Roberts            
SOUND DESIGN            Executive Producer    Gloria Pitagorsky            
            Mixer    Eric Warzecha            
CLIENT            Company    Kraft Foods, Inc            
            City, State    Glenview, IL            
            Sr. Brand Director    Sean Marks            
            Sr. Director, Marketing Communications    Christopher Miles            
            Brand Manager    Peter Cotter            
            Assoc. Brand Manager    Kenneth Padgett            
            Assoc. Promotions Manager    Cindy Marquardt            
            Digital Marketing IS Lead    Christopher Jasensky            

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TBWA Worldwide, Fri, 16 Aug 2013 14:56:47 GMT