Planters Launches Nut Duos Range with ‘Duo-licious’ Earworm

In support of the launch of new PLANTERS Nut Duos, BBDO MW is launching a new campaign called ‘Duo-licious.’ The launch effort is led by a trio of :15 TV spots in which snacking moments are interrupted by the appearance of an unforgettable singing duo who wax lyrical over the snacks. 

The work delivers on a challenge to create excitement among Millennials for the new PLANTERS Brand snacks while clearly communicating the pairing of two nuts and two  flavours combining for a truly unique snacking experience. The creative reinforces this through the idea of 'flavour harmony,' celebrated in the singing of a nostalgia-drenched R&B duo who appears every time someone pours a handful of PLANTERS Nut Duos. 

The :15 spots and a 'music video-esque' :90 extended cut were helmed by comedy director Clay Weiner of Biscuit Films. To produce the track at the heart of the campaign,  BBDO MW partnered with Squeak E. Clean for a harmonious, ‘90s R&B-inspired groove. 

“The ‘Duo-licious’ campaign introduces PLANTERS Nut Duos in a way that’s fun, exciting, and truly memorable.” said Patrick Horbas, marketing director at Hormel Foods. “From the duo characters to the catchy, yet hardworking lyrics, every aspect of the creative helps consumers remember this new product and understand that the snacking experience is even better than the sum of its parts.” 

Beyond TV and streaming, the ‘Duo-licious’ campaign will run across several digital and social platforms, including a Snapchat lens in which the duo serenades users in 'flavour  harmony' as well as TikTok creator content. 

“This is one of those ideas that communicates its intended takeaway simply, yet in a way  that’s super memorable,” said Eric Hansen, creative director at BBDO MW. “When we  heard crew members walking around and singing the lyrics to themselves on set, we knew  we had something sticky.”