Planters Wants Younger Demos To 'Surrender To The Cashew'

Planters Brand launched a new campaign introducing the millennial and Gen Z demo to a new snack: Planters flavored cashews.

BBDO MW handled the creative.

The “Surrender to the Cashew” campaign is comprised of three TV spots centered around characters who are obsessed with new Planters Flavored Cashews. 

The work begins with “Cashew Talker” focuses on a man who talks to anyone who will listen to his rants about dill pickle, rosemary and sea salt, and cinnamon and brown sugar-flavored cashews.

“We know consumers love the satisfying, creamy nature of cashews, but don’t always think of them for snacking,” says Zeeshan Tarique, senior brand manager Planters. “That’s why we’ve surrounded them with crave-worthy, on-trend flavors.”



Others spots include "Carpool Cashew-oke" with  a revamp of the 1080s hit "Hungry Eyes." The song will debut on TikTok through creator content.

The brand's message is delivered via digital out-of-home, social content on Facebook and Instagram, digital display ads and an upcoming PR activation.

Eric Hansen, creative director at BBDO MW, said: “The thought of surrendering to a cashew is pretty funny and memorable, and the storytelling only makes it more so.”

Planters is a division of Hormel Foods.

Martin Williams and BBDO Minneapolis — both creative ad agencies — finalized their merger in mid-May to become BBDO MW.

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