Planters: Nuts About
Helping NFL fans enjoy the snack that celebrates with you
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
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 NFL and Fantasy Football, so the Planters brand team teamed up with Yahoo for their strength and creativity in the virtual sports sphere.
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.
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.
Across Yahoo Fantasy, Yahoo Fantasy Football Live and Yahoo Fantasy Podcast
In NFL livestream and other premium properties
Building experiences across Dynamic Smart Ads, Moments Takeovers and a Fantasy Football Confetti Unit