First it was popcorn, and now it’s peanuts.  

In the latest expression of its Grow Bold campaign, agriculture equipment manufacturer Fendt is partnering once more with country music superstar Luke Bryan for an encore to the 2022 release of Fendt & Luke Bryan’s Boldly Grown Popcorn.  

The latest campaign installment, from creative agency Colle McVoy, introduces Fendt & Luke Bryan’s Boldly Grown Peanuts, a limited-edition packaged snack that includes peanuts harvested by Fendt farmers.   

The snack was inspired by Bryan’s Georgia upbringing and working on his father’s peanut farm. Added inspiration, the company says, comes from Bryan’s “love” for his Fendt 724 Vario tractor. From now until the peanuts hit the market at the end of the month, the campaign will feature a series of humorous social-first videos featuring Bryan filmed on his Tennessee farm this summer.  

The latest segment is part a multi-year effort to “steal” what the company describes as “cultural limelight from that other green tractor brand.” (That would be John Deere).   

The peanuts come in three flavors selected by Bryan: Homegrown Honey Roasted, Sizzlin’ Sriracha Ranch, and Down South Dill. They will be available for sale exclusively on BoldlyGrownGoods.com for $5 per can (plus shipping) while supplies last. Fans can purchase a maximum of one can per flavor beginning at noon Eastern time on Aug. 31.

Sample the work here and here.   

Once the limited supply of Boldly Grown Peanuts sells out, Fendt will donate $50,000 to the National FFA Organization, the youth organization that prepares members for leadership and careers in the science, business and technology of agriculture. Fendt donated $25,000 last year after Boldly Grown Popcorn sold out.  

Fendt is an official sponsor of Luke Bryan’s Farm Tour, an annual outdoor concert series staged on farms throughout the country.