Planters

Helping Planters Build Brand Love

How We Did It

Drove brand love

And awareness of Planters products

Targeted Gen X men

Looking for salty, satisfying snacks

Found our moments

With creative running throughout the NFL season

Our target consumer is very engaged in digital fandom. For that reason, the [Yahoo] team was the perfect partner. We loved the creativity they brought to the table, as well as the opportunity to create a branded segment that integrated very well with their platform.

Priscila Hammet, Sr. Associate Brand Manager, Kraft Heinz with the Planters Brand

Background

Hungry for awareness

For over a century, the Kraft Heinz Planters brand has been the go-to brand of nuts for snackers. The Planters brand team was looking to build brand love and raise awareness of its product as the ideal satisfying, delicious snack, particularly for men between the ages of 35-54. These Gen Xers often participate in digital fan experiences, such as fantasy football, so the Planters brand team teamed up with Yahoo for their strength and creativity in the virtual sports sphere.

Solutions

Finding the fans

The Planters brand team wanted to let their audience know that they were the snack to celebrate with. The campaign had multiple components highlighting the brand benefit, including digital video banners and custom solutions within the Yahoo Sports site and app. For example, when a fan opened the app and saw that their team had won, the Planters brand was right there with them, tossing digital confetti onto the screen in “Shellibration” of their victory.

Results

Savoring victory

Kraft Heinz seamlessly integrated its messaging into the user journey through elements such as Smart Ad units, brand integrations, live streams, and podcasts. By measuring impressions and click-through rate, Kraft Heinz could check metrics weekly, and track how they continued to build brand love and awareness up to the big game.

The caliber of the creative team was amazing. It makes my job easy as a marketer when I have many great ideas to choose from that align with my strategy.

Priscila Hammet, Sr. Associate Brand Manager, Kraft Heinz with the Planters Brand