CLIENT
The Kraft Heinz Company
Adam Butler, President, Beverages, Snacks and Desserts
Vikramjeet Singh, Head of Brand Build Marketing, Beverages, Snacks and Desserts
Rafik Lawendy, Marketing Director, Snacks and Desserts
Samantha Hess, Brand Manager, Planters
Maya McDonald, Senior Social Media Manager
Molle Klein, Experiential Marketing Manager
Lynne Galia, Director of Corporate Affairs
AGENCY
Nick Miaritis, Executive Vice President, Client Services
Rob Lenois, Global Chief Creative Officer
Mike Pierantozzi, Group Creative Director
Jill Archibold, Art Director
Zach Schweikert, Copy Writer
Wanda Pogue, Global Chief Strategy Officer
Georgie Ramamurthy, Vice President, Strategy
Hayley Grant, Director, Strategy
Ramya Rajpurohit, Senior Strategist
Morgan Mills, Senior Account Executive Ryan Martin, VP, Group Account Director
Aaron Kovan, Chief Production Officer
Lauren Dinsdale, Agency Producer
Katherine Penland, Agency Producer
Jaymie Lipman, Director, Rights and Talent
Jessica Cohn, Business Affairs Manager
Jon Morgenstern, SVP, Head of Media Investment
David Zhang, VP, Media
Christina Blankenship, Director, Media
Will Taylor, Manager, Media
Vera Masterson, Senior Analyst, Media
Stephanie Tejada, Analyst, Media
ICF Next
Starcom
SUMMARY
To win the biggest snacking day of the year and captivate 7.7 billion eyeballs, we killed the most famous brand mascot in the world. Mr. Peanut sacrificed himself in a TV spot aired two weeks before the Super Bowl. Confirming his death on social media, we created memorials and limited edition products, creating a defining moment in pop culture. By the time we introduced Baby Nut during the Super Bowl, we reached over 11 billion impressions, appearances in SNL and New Yorker cartoons, and renewed love with audiences everywhere.
