Nine deaths. More than 900 sick. The largest food recall in American history in early 2009,caused by one bad manufacturer, threatened to cripple the peanut industry. To ease consumerconfusion about what was safe to eat, GolinHarris trained the industry’s most credible spokes-people – peanut farmers – and created a national Grower Tour to speak with Americans face toface. The program generated more than 250 million impressions and helped reverse a decline inpeanut butter sales, leading to more than seven consecutive months of purchase increases.
To kick off and build momentum for NPB’s new brand campaign, “Peanuts: Energy for theGood Life,” we transformed New York’s Grand Central Terminal into “Energy Central” aninteractive exhibit devoted to all things peanut. Over two days, nearly 50,000 consumers metgrowers, sampled products and had their pictures taken in a live peanut field – leading tocoverage in the Wall Street Journal, New York Times and other key media. We also tantalizedthe taste buds of nearly 200 food and media influencers with the culinary innovations of fivecelebrity chefs.
True food allergies affect less than two percent of the population. But in the absence of facts,emotions – especially among parents with small children – run high. GolinHarris helped NPBcreate a Scientific Advisory Council (SAC) of allergy experts to separate myth from reality.Through research and alliances, the SAC helps NPB make sure no person is ever harmed byeating an allergenic food…but that those without allergies can enjoy their favorite foods whenthey choose.
Did you know peanuts have the most protein of any “nut” and more than 30 other essentialnutrients? That’s a message that appeals to everyone from moms to weekend athletes.Engaging doctors, nutritionists and other health professionals, we have built a steadydrumbeat of news and information about the nutritional benefits of peanuts throughmedia relations, events, influencer relations, social media and other public relations tools.Today, peanuts are one of the most written about – and most respected – foods anywhere.
Peanut butter sandwiches may be the standard bearer, but they’re just one of the millions ofways peanuts are enjoyed every day around the globe. From molés in Mexico, to stews in Africa,and noodle dishes in Asia, peanuts bring a familiar and favorite taste to countless cuisines.With an eye to increasing consumption, we’ve worked with celebrity chefs like Tyler Florence,Sara Moulton, Chef Pepin and Michael Symon to expand consumers’ culinary horizons–introducing them to world flavors built on the great peanut taste they already love.