Specifically, its latest campaign from BBDO MW is revamping the standard "Ah, nuts!" exclamation, which expresses frustration, into a positive one.

In four new spots, the tagline "Ahhh, nuts" is an invitation to enjoy the food group and the many varieties Planters provides.

The campaign will run across national TV, streaming, OLV, social (Reddit, Meta, TikTok), audio, display and print.

The four 15-second spots include "Lure,""ATM,""Seltzer" and "Vending Machine." Comedy director Harold Einstein is responsible for the ads; his numerous spots include Crest, FedEx and Little Caesars.

Patrick Horbas, director of marketing, Planters, said: “We focused on emotion as well as our crave worthy product in each piece to remind consumers that Planters nuts can bring joy to any moment.”

Brock Davis, chief creative officer at BBDO MW, calls the concept a "sticky idea." He is convinced viewers will see the campaign, then spy Planters nuts on a table and say, "Ahhh, nuts."

In July, the brand launched a new campaign introducing millennials and Gen Z to a new snack: Planters flavored cashews. BBDO MW handled the assignment.

Hormel Foods purchased Planters nuts for $3.35 billion in 2021, the largest acquisition in Hormel’s 130-year history, reported the Star Tribune. At $1 billion in annual sales, the Planters business will expand Hormel’s overall revenue by about 10%.

BBDO MW client work includes Berkshire Hathaway HomeServices, Skippy Peanut Butter, Hormel Chili and Black Label Bacon.