Hormel Foods’ Planters uses a healthy serving of nostalgia to introduce its new Nut Duos snacks, with a campaign featuring a musical duo serenading snackers with ‘90s-style R&B.

BBDO MW partnered with Squeak E. Clean Studios to develop the 90-second “Duo-licious” music video. As people open pouches of the flavored nut mixes in their living room, at a park, or in the pool, they summon a duo singing about “flavor harmony.”

The goofy spot from comedy director Clay Weiner of Biscuit Films includes a sax solo, a cane topped with a giant cashew, and an exasperated woman covering her head with a pillow after her partner summoned the duo by snacking in bed.

The target audience for Nut Duos is Millennials, which inspired the brand’s nostalgic approach with a ’90s R&B look and sound for the duo, BBDO MW creative director Eric Hansen told ADWEEK.

Planters also embraced channels it hasn’t traditionally used, such as Snapchat and Pinterest, Hansen added. Along with the trio of 15-second spots for TV and streaming channels, the campaign includes a Snapchat lens with which the duo serenades users.

The brand is also engaging TikTok creators to create recipes inspired by the Nut Duos flavor combinations: ranch with buffalo, peppercorn with parmesan and espresso with cocoa.

“It’s an opportunity to tap into #FoodTok and celebrate the exciting flavors of this new snack in a way that complements the entertaining duo creative,” Hansen explained.

Hansen said there are no plans to use the duo beyond the launch campaign, though the way they croon “duo the nuts and duo the flavor” is undeniably catchy.

“When we heard crew members walking around and singing the lyrics to themselves on set, we knew we had something sticky,” he said in a statement.

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