With countless new snack brands flooding the market, Planters needed a fresh way to reclaim its iconic status. The “Ahhh, Nuts!” campaign reimagined a familiar expression, transforming life’s frustrating “Ah, nuts!” moments into playful opportunities to enjoy a better snack.
Our creative approach leaned into humor and surprise, using quick, memorable TV spots to highlight the joy of Planters nuts. Life’s mishaps—like spilled seltzer or a snagged fishing line—became moments of lighthearted relief, captured with cinematic flair.
The campaign’s flexibility extended across platforms, popping up in audio, digital, and social formats to ensure Planters stayed in the conversation. From vending machines to a canoe shot filmed at 10,000 feet, every scene was designed to turn heads and spark smiles.
“Ahhh, Nuts!” created a fresh cultural moment for Planters, delighting audiences and reinforcing the brand as a go-to snack for life’s ups and downs. The campaign’s humor, versatility, and bold simplicity made it both memorable and effective—earning industry praise while re-establishing Planters as a category leader.
GCD: Brock Davis
ACD: Bill Lee
CW: David Valento
Producer: Peter McLarnan
