When you kill an iconic brand icon on a stage as massive as the Super Bowl, it’s nearly impossible to top it. But after what was arguably the worst year in recent memory, Planters decided to activate on Super Bowl LV a little differently: by not activating at all. Instead, we used the $5 million we would’ve spent on a Big Game spot and gave it to those who went above and beyond for their community in 2020, launching the brand’s new tagline: A Nut Above.
Platform: OLV, Digital, Social