Creative agency Special U.S. won the National Peanut Board account after a competitive review.

Special U.S.'s remit is to unify the industry under one master brand. The assignment also includes developing a new consumer campaign focused on reaching Gen Z to promote US-grown peanuts.

With USDA approval, work begins in November with a campaign launching by early Q2 2026.

NPB, headquartered in Atlanta, Georgia, is dedicated to improving the economic security of America's 7,000 peanut farmers through marketing and research. NPB supports initiatives aimed at increasing peanut consumption, eradicating peanut allergies and investing in sustainability advancements.

Amy Ferguson, chief creative officer at Special U.S., says, “We see a massive creative opportunity in bringing the simple and ubiquitous peanut back into the cultural conversation. We also can't wait to unabashedly use more peanut puns.”

Special U.S. is based in Los Angeles and New York. Client work has included Fox Sports, Hanes, Planet Fitness and Uber.