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News In a Nutshell | May 19, 2020
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NPB’s Spreading Good Campaign Taps into Consumer, Tech Trends
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Campaign continues strong through summer.
As
part of its Spreading Good consumer campaign, the National Peanut Board has
been spreading goodwill while also spreading good entertainment this
year.
Following the January launch, the national campaign has been adjusted
to better align with the current cultural landscape while the
goal of helping people, particularly during this sensitive time,
remains strong.
Spreading Good is still comprised of six activations; these activations
have been reimagined to now live exclusively online. The final wave of
programming taps into consumer trends, an emerging social media platform and an
emerging augmented reality technology.
- Spreading Good Bake Off: To play into the
increased popularity of baking and peanut butter recipes, NPB will work with a
prominent baking personality to create a delicious peanut-based recipe. Every
time the recipe is baked and shared using the dedicated hashtag on Instagram,
NPB will donate to a relevant charity.
- Take
Me Out To The Ballgame: Though
baseball is on hold, NPB wants to help people experience peanuts and baseball
by tapping into something they’ve been doing a lot of—gaming. As the ballpark’s
favorite snack, NPB will spread good by bringing baseball and fun fan
experiences that come with it (like enjoying peanuts) into people’s homes. NPB
will partner with a Twitch streamer who plays the most popular baseball game on
the gaming platform to create a virtual version of a ballgame; peanuts and all.
Amazon’s
Twitch is the world's leading live streaming platform for gamers, and amid the
quarantine the platform now accounts for 65 percent of watch time (over
YouTube and Facebook).
Must Love Peanut Butter: As a result of
people staying at home, dogs are getting adopted at record rates. Dog content
online is also helping humans with some much-needed puppy humor during this
time. The dog face filter is one of the most popular augmented reality filters
out there. NPB will lean into this trend by creating an Instagram minigame
based on the ever-popular dog filter and every dog’s favorite treat: peanut
butter. To play, users will try to catch as many cartoon jars of peanut butter
in their mouths as possible, racking up points for each one caught. To ensure
the campaign is Spreading Good as it is spreading fun, every jar caught will
translate to a real monetary donation on behalf of NPB to dog shelters.
These final activations will come online later this summer in June and
July, which will wrap the Spreading Good campaign. Follow @PeanutsHere on Twitter and Instagram to join NPB in
#SpreadingGood.
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FARE
Launches Baby’s First Early Introduction Campaign
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The National Peanut Board has been working since the
groundbreaking LEAP study results were released in 2015 to make early
introduction of peanut foods the norm for new parents. Now another national
organization has launched a consumer campaign dedicated to spreading this
message to reduce the risk of developing food allergies. Food Allergy Research
and Education (FARE), a leading food allergy advocacy organization and private
funder of food allergy research, announced the kickoff of Baby’s First: Reduce the Risk.
“This is the first time that another national organization
has promoted the concept of early introduction on such a large scale. And the
first time the effort focuses on other major allergens than just peanuts,” said
Lauren Highfill Williams, NPB director of communications. “We’re proud
supporters of FARE and applaud their commitment to this cause to help bring
awareness to preventing food allergies as a key issue for new parents,
caregivers and pediatricians.”
"Parents want their babies to get the best nutrition
but it's not easy to know how exactly to go about that, especially given the
abundance of information available to parents online,” said Lisa Gable, FARE
CEO. “FARE created Baby's First so new and soon-to-be parents have access to
all the best information on introducing new foods, available in one place from
a trusted source."
While the strongest evidence exists supporting the benefit
of introducing peanut foods early to prevent peanut allergy, research is
building for the impact early introduction of other common food allergens has
on the development of allergies and we may hear more about those foods in the
future.
Dr. Ruchi Gupta will serve as lead spokesperson for Baby's
First. Dr. Gupta is a Professor of Pediatrics and Medicine at Northwestern
University, Clinical Attending at Lurie Children's Hospital of Chicago, and a
mother to two children, one of whom has severe food allergies. Gupta also
serves as FARE's Medical Advisor for Policy, Education and Public Health.
The campaign includes a resource
website, webinars, influencer engagement, earned media coverage and
additional activities to encourage parents to introduce a variety of foods to
their infant within the first year.
NPB has provided FARE – and its predecessor, FAAN – with funding and other
support since the Board’s early days to help understand and address peanut
allergies.
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Ways to be Mindful in the
Middle of a Crisis
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By: Jada Linton, RDN, LD
This article is part of the National Peanut Board’s ongoing web
content supporting our followers during the current pandemic. To read the full
story, click here.
Do you feel the increasing need to be very
productive during down time? Remember it is okay to take a breath and relax! Be
aware of your present state of mind. The current state of the world may make it
seem impossible to just be still. I reached out to some of my family and
friends and asked them how they are staying mindful despite their current
reality. Here are some ways that came up most often:
Try new recipes―delicious
surprises.
I’ve seen the sudden increase in people cooking new meals at
home. It is inspiring! Cooking can be such a great life skill to have. Most
times you learn as you go and have a delicious product at the end!
Perfect pet cuddles―play with your dog.
Who
doesn’t love the amazing time that comes with bonding with pets! Take all this
time in and appreciate it. Love your pups. Check out these 7 incredible
peanut butter dog treats to make!
Talk to your friends―virtual happy hour.
If
you live alone and thrive off social interaction, this can be a great
alternative! Connect with your friends and make it fun! Catch up and switch up
your daily routine. Try this recipe for a delicious peanut buttery
cocktail.
Limit media―watch what you need.
This
has personally helped me tremendously! Check the news, read the research, and
stay informed. Once you reach the point of it being a little too much, remember
to unplug.
Faith over fear―stay centered. By
focusing on my faith, I stay centered. It is amazing to see the outpouring of
love and generosity during a time of crisis to help others. My faith also helps me to release all anxiety and fear.
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Recipe: Disneyland’s
Peanut Butter French Toast
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We may not be
able to stroll down Disneyland’s iconic Main Street right now, but the
world-famous theme park has been sharing recipes of some of their most beloved
treats to enjoy from home. USA Today
collected a variety of recipes that brands like United Airlines, DoubleTree
hotels, and Disney Parks and Resorts have released so that we can at least
savor some familiar treats even without traveling. This recipe for French toast from the PCH Grill at the Paradise Pier Hotel
in Disneyland is an easy, tasty dish that will bring the magic of Disney into
any home. It’s a sweet mix of peanut butter, chocolate and banana for a morning
French toast that the whole family will love.
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News in a Nutshell is a bi-monthly e-newsletter from the National Peanut Board with the latest on USA-grown peanuts in the media, marketing and promotions, food allergy news, grower resources and much more. |
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Marketing & Communications Editorial Team |
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Ryan Lepicier Senior Vice President & Chief Marketing Officer
Lauren Highfill Williams Director |
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Cathy Johnson Associate
Keegan Treadaway Manager
Jada Linton, RD, LD Specialist |
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Catherine Karanja Specialist
Sherry Coleman Collins, MS, RD, LDN Consultant |
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