Marketing and Merchandising

The summer and back-to-school seasons are times when shoppers are looking for convenience, portability, variety, and, of course, value for their purchasing dollar. This is where the perfectly powerful peanut comes in. The versatility of the peanut is endless. Summer and back-to-school activities beg for healthy eats that satisfy the hungriest of swimmers, runners, hikers, ball players – and more.

The National Peanut Board recently unveiled the new “The Perfectly Powerful Peanut” brand platform. Developed to appear in national US print publications, online advertisements and on the subways of New York, the advertising campaign takes a strikingly original approach to advertising with its use of hand-illustrated botanical art aimed at showcasing the authentic nature of peanuts as a plant-based source of nutrition. The approach speaks to consumers’ focus on purchasing foods that offer health benefits. As for Canadian exposure, the new ad appeared in the March/April issue of Grocery Business.

With the goal to increase consumer awareness about the nutrition and health benefits of peanuts and peanut butter, here are some helpful tips to capitalize on this important time of year:

  1. Display the healthy peanut prominently and in high-traffic locations. This includes eye-catchy peanut butter displays at aisle ends. And, don’t forget to pile high!
  2. Keep an abundance of stock on-hand. With the likelihood that peanut products will fly off the shelves this season (think loads of PB&J sandwiches for hungry campers and handfuls of shelled peanuts for baseball fans), it’s important to be prepared and re-stock often. Keeping the display area clean and tidy will also help attract shoppers.
  3. Always display the highest-quality product available – USA peanuts, of course! Produced under the most diligent of standards, nothing beats the high quality of US-grown peanuts. And, don’t forget to cross-merchandise. Place items that “go together,” – such as peanut butter and honey, and peanuts and dried fruit.

Source: The National Peanut Board