Planters Asks You to 'Surrender to the Cashew' in Campaign from BBDO MW

BBDO MW and the maker of Planters Brand launch a new campaign introducing Millennial and Gen Z snackers to an irresistible new snack: Planters Flavored Cashews. The 'Surrender to the Cashew' campaign is led by a trio of TV spots centered around characters who have fallen into obsession with new Planters Flavored Cashews. 

The introduction kicks off with the humorous 'Cashew Talker' spot focused on a man who goes about his day talking to anyone willing — and unwilling — to listen to him chatter about Dill  Pickle, Rosemary & Sea Salt, and Cinnamon & Brown Sugar Planters Flavored Cashews. 

In 'Baby Room Mural', a young woman admires her just-completed nursery mural, which to her partner’s surprise has taken a dill pickle-flavoured turn in concept. 

And in 'Cashew-oke', the '80s hit 'Hungry Eyes' gets a bit of a remake through the uninhibited sing-along of a cashew-obsessed young man enjoying Cinnamon & Brown Sugar Planters Flavored Cashews in his car. The official remake of the song will soon make its debut on TikTok through creator content and a Cashew-oke branded effect that will allow users to share their own rendition of the cashew-ified earworm. 

“We know consumers love the satisfying, creamy nature of cashews, but don’t always think of them for snacking,” says Zeeshan Tarique, senior brand manager, Planters Brand at Hormel  Foods. “That’s why we’ve surrounded them with crave-worthy, on-trend flavors. We made Planters Flavored Cashews, the nut that you’ll crave like a chip, so it’s a snack you’ll reach  for again and again.” 

Beyond the TV spots, the 'Surrender to the Cashew' message is delivered with a consistent tongue-in-cheek obsession across digital out-of-home, social content on Facebook and Instagram, digital display ads, and an upcoming PR activation.

“When you eat something incredibly delicious, you find yourself thinking about it later,” says Eric Hansen, Creative Director at BBDO MW. “We loved capturing that truth through the notion of surrender. The thought of surrendering to a cashew is pretty funny and memorable, and the storytelling only makes it more so.”