• by Steve McClellan  @mp_mcclellan, February 6, 2013

New York-based Peanut Butter & Co has just launched its first large-scale national advertising campaign, the company confirmed Wednesday.

Called “Taste Amazing,” the campaign is anchored by three 15-second TV spots that will air on the Cooking Channel, ABC Family, Food Network, TLC and others. The spots, which began airing Feb. 4, are scheduled to run in the first and third quarters of 2013. The company declined to say how much it was spending on the campaign.

One spot promotes the company’s peanut butter with dark chocolate as a “wake up call.” Another spot promoting its white chocolate peanut butter talks about different foods that go well with peanut butter, such as celery, bananas and apples. The third spot promotes a cinnamon and raisin flavored peanut butter.

“The Taste Amazing campaign, like our brand, is all about flavor and fun, and all of the delicious new ways you can enjoy peanut butter,” stated Lee Zalben, founder and president of Peanut Butter & Co.

The campaign was created by Atlanta-based brand and creative agency Lawler Ballard Van Durand (LBVD). The commercials were directed by Nicholas Haggard, whose previous work includes campaigns for K-Swiss and Dr. Martens. The spots were produced in concert with Los Angeles-based production company Ways & Means.

Promotional contests, coupons and online advertising have also been developed for the campaign, which will be fully integrated with the company’s social-media channels that connect to over 100,000 fans and followers. Social media participation will be promoted via exclusive Facebook offers and a Twitter hashtag (#tasteamazing).

Peanut Butter & Co. began in 1998. The Company’s ten varieties of flavored peanut butter are now available in over 15,000 supermarkets and specialty retailers. The ads can be seen here.