Planters wanted to roll out their new “Irresistibly Planters” campaign on social in a big way. So we had Mr. Peanut and his crew head out on a summer road trip – with a hitch.
Just as fans were following along with the cross-country fun, Richard the Nutcracker – Mr. Peanut’s longtime frenemy – committed Grand Theft Nutmobile and went on the run.
We came. We saw. We road-tripped. Take a look back at our wild ride. #PlantersRoadTrip pic.twitter.com/q2OfeW3hZr
— Mr. Peanut (@MrPeanut) August 29, 2017
After the announcement of the theft on Mr. Peanut’s social channels, we then shared the 911 call Mr. Peanut (voiced by Bill Hader) made to report it missing.
We teased out the storyline over the course of the summer, and saw overwhelming fan engagement, including thousands of tips on the whereabouts of the missing vehicle made to our social channels and to our working tipline.
All told, the campaign saw a 20% increase in Mr. Peanut’s Twitter followers, who learned to keep his friends close and his frenemies away from his car keys.
CDs: Dave Loew, Jon Wyville
AD: Ryan Stotts