26 April 2017
Twerking elephants, card-playing dogs, picnic-invading ants and an unexpectedly affectionate yeti? Normally South African viewers would have to click through several different channels to find that kind of diversity, but thanks to Planters Peanuts, they’ll get to see them in one quirky campaign.
Developed for Kraft Heinz by Y&R’s Labstore South Africa in partnership with Bugbox Animation, the four 30-second commercials were inspired by Planters’ venerable brand icon Mr Peanut, who is famous for his one-liners.
The ads offer snack-sized humour that appeals to different tastes – just like the nuts.
Though Planters Nuts is fondly remembered by many South Africans, this iconic American brand had been absent from local supermarket shelves for nearly three decades. “We wanted to raise awareness and generate affinity for a premium brand amongst a new generation of consumers,” says Warwick Gird of Kraft Heinz, explaining the reasoning behind the campaign on selected DStv channels.
Keen-eyed viewers will notice subtle local details in each execution. The picnic scene is set in a famous South African botanical garden, the yeti makes a certain Kwazulu-Natal mountain range his home, while the twerking elephants live in the shadow of the Hillbrow Tower. One of the ads reflects South Africa’s multilingual heritage by featuring a bilingual pun.
“The simplicity of the cartoons makes them distinctive in a cluttered media environment,” says Labstore South Africa’s Creative Director Liesel Tiemesmann. Unusually, the idea of associating Planters with simple line-drawn cartoons started with the in-store point of sale. The creative approach was so successful that it was extended to social media and now television.
Planters is available from Pick n Pay, Checkers and Spar.