The Peanut Gallery

Let’s be honest—peanuts are more like the snack your dad grabs on a road trip or the go-to at a bar when you’re on a budget. When handed the brief for Planter's Peanuts in my Shopper Marketing class, I knew I needed to think strategically to revitalize the brand, make it relevant to younger audiences, and still honor its iconic legacy.

Enter Mr. Peanut—a timeless, fun, and instantly recognizable mascot. Inspired by his charm, I created a cast of new characters, each based on different flavors and personalities. The idea was to bring the "Peanut Gallery" to life in a way that felt fresh and engaging. To broaden the audience and make the brand interactive, I designed a personality quiz that matches users with a flavor and their corresponding character. By fostering engagement and injecting personality into the brand, the goal was to make Planter's fun, relatable, and irresistible for a new generation.