Planters: INN a NUTSHELL

Duluth, MN

Challenge

Generate “nutty” media headlines around the national announcement of The MR. PEANUT® character moving to Minnesota to join Hormel Foods. Invite consumers to join in on the fun through social media engagement and exciting contests.

Approach

Trigger(House teamed up with Planters partner PR agency, ICF Next, to transform the iconic NUTMOBILE™ vehicle into a luxurious peanut-shell rental complete with camping staples designed with that singular MR. PEANUT® flair. This “Inn a Nutshell” experience was announced online and featured a 3-phase landing page, designed and developed by T(H, allowing consumers to book the experience online for mere peanuts—literally (the price of one jar). The attention-grabbing vehicle was staged at a campsite in Minnesota where one lucky guest was rewarded with a weekend stay.

Results

The launch of the program drove the media nuts, earning prominent features in Adweek, Thrillist, and USA Today, to name a few. In total, INN a NUTShell earned 703 media placements and 833MM+ earned media impressions. 279 fans tried to book on MrPeanutInnANUTShell.com within the first three minutes and the microsite was closed after four hours, with 1878 fans signing up!