These Days, Planters Grooves With a Smooth R&B Duo

Sing along with BBDO's tuneful snack intro

Planters recently launched Nut Duos. One such combo combines zesty buffalo cashews and cool ranch almonds. Another features chewy cocoa beans and creamy espresso.

The overriding concept, we’re told, is “two flavors in harmony.”

Naturally, only smooth R&B will do for the product intro. Delivered with silly style by a nerdy vocal duo, natch:

“Grab a handful, noon or night.
Each flavor combo hits just right.
Duo nuts and flavor for you,
We call ’em Nut Duos, ’cause duo means two.”

Actors Max Baumgarten and Mark St. Cyr didn’t actually perform vocals.

“During callbacks, we paired Max and Mark after seeing them in auditions with other actors,” recalls Eric Hansen, creative director at BBDO MW, which developed the campaign. “They had about five minutes to huddle in the hall together before entering the room. As they performed, it was evident they had choreographed some moves together in that few minutes. Their chemistry and complementary styles immediately popped.”

Directed by Clay Weiner of Biscuit Films, the “Duo-licious” outing seeks to tempt millennials with musical nostalgia. It’s a tried-and-true approach, deployed effectively this summer by Dunkin’ in its boy band reboot.

That one relied on stars of yore. Not so Planters, but the spot’s appealing nonetheless and the track from Squeak E. Clean is a toe-tapper.

“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,” says Patrick Horbas, marketing director at Planters parent Hormel Foods.

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

Breaking this week across TV, streaming and social, we’ll also get a Snapchat lens with the duo and TikTok creator content.