Planters Targets Millennials With a ’90s R&B Duo

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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.

A couple in front of a backdrop filled with safety signals

CREDITS

Client: Hormel Foods Sales
CEO: Jim Snee
CMO: Scott Aakre
VP: Henry Hsia
Marketing director: Patrick Horbas
Senior brand manager: Ashley Krautkramer-Gonya
Brand manager: Shannon Kelly

Agency
President, CEO: Neil White
Chief creative officer: Brock Davis
VP, director of strategy: Casey Gilford
SVP, group account director: Ali Siviter
Strategy director: Lauren Laser
Account director: Matt Doscher
Account director: Eric VanderVorste
Account manager: Dean Tan
Creative director: Eric Hansen
Writer: Tess Nyberg, Izzy Vaclaw
Art director: Chad Nauta, Jake Carlsrud
Design director: Ian McAllister
Director of project management: Jamie McKnight
Senior project manager: Kearstin Richter, Samantha Cochart
Executive producer: Peter McLarnan
Business affairs: Katie Leonard
Omnicom studios: David Holmdahl, Karen Hanson

Production Company: Biscuit Filmworks
Director: Clay Weiner
Founding partner: Shawn Lacy
EP: Laura Regan
Producer: Gill Gardner
Head of production: Sean Moody
Director of photography: Adam Marsden
Production designer: Dylan Juckes
Wardrobe stylist: Lee-Anne Baxter
Hair and makeup: Raquel Atienza
Service company: OPC TV

Edit: Cabin Editing Co.
Editor: Nick Divers
Assistant editor: Aaron Castro

Producer: Linden Carty
Head of production: Lisa Barnable
Director of production: Liz Lydecker
Executive producer: Britt Carson
Managing partner: Maggie Meade

Original music, sound design and final mix by Squeak E. Clean Studios
Composer and creative director: Julie Nichols
Executive creative producer: Chris Clark
Senior post producer: Angelina Phengphong
Sound design and final mix: Chris Nungary

Color Studio: Royal Muster
Colorist: Roslyn Di Sisto
Color assistant: Celene Curlee, Esli Israel, Zack Wilpon
Head of production: Diane Valera
EP: Thatcher Peterson

VFX: Parliament

CG Design and Animation: The Mill
Creative director: Vadim Turchin
Executive producer: Mandy Harris
Producer: Zack Stimell
3D lead artist: Lucy Choi
2D artist: Phillip Massimino
Art director: Patrick Coleman
Designers: Daniel Miller, David Rowley, Salmah Beydoun

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Planters Targets Millennials With a ’90s R&B Duo

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