{"id":24162,"date":"2021-12-02T11:54:48","date_gmt":"2021-12-02T19:54:48","guid":{"rendered":"https:\/\/presskitchen.com\/?p=24162"},"modified":"2026-01-28T09:50:28","modified_gmt":"2026-01-28T09:50:28","slug":"squeak-e-clean-studios-planters","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/squeak-e-clean-studios-planters\/","title":{"rendered":"With Music by Squeak E. Clean Studios, Planters Taps Reginald Veljohnson in &#8220;Nutstalgic&#8221; Musical Holiday Spot, on AdAge"},"content":{"rendered":"<div class=\"block block-crain-aa-articles block-article-title-subhead column-xs-12 column-lg-8\" data-block-plugin-id=\"article_title_subhead\">\n<h3><img decoding=\"async\" class=\"aligncenter size-full wp-image-24163\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM.png\" alt=\"\" width=\"1278\" height=\"852\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM.png 1278w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-300x200.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-1024x683.png 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-768x512.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-350x233.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-600x400.png 600w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-uai-720x480.png 720w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-02-at-11.51.51-AM-uai-900x600.png 900w\" sizes=\"(max-width: 1278px) 100vw, 1278px\" \/><\/h3>\n<h3 class=\"subhead-text\">The 80s die hard in a nutty campaign for the iconic peanut brand<\/h3>\n<\/div>\n<div class=\"block block-social-media block-social-sharing-block column-xs-12 column-lg-4\" data-block-plugin-id=\"social_sharing_block\">\n<aside class=\"work-item__social social-share social-share-article\">\n<div id=\"print-link\">\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">In one of the first campaigns created under new owner Hormel Foods, Planters is going back to the 1980s.<\/p>\n<div class=\"crain-advertisement mobile-tablet adscount0\"><\/div>\n<p class=\"inline-ad-para paragraph-newsletter-2\">A new music video released this week features actor Reginald VelJohnson singing a cheerful ode to the holidays that celebrates cassette mixtapes, sweaters with shoulder pads\u2014and references the cultural debate as to whether \u201cDie Hard\u201d is a Christmas movie. \u201cYes it is,\u201d relates VelJohnson, who played Sergeant Al Powell in the 1988 film.<\/p>\n<p>The spot bears several similarities to a Father\u2019s Day campaign the brand released earlier this year that also featured a celebrity-led music video and giveaway. In that spot, comedian Anthony Anderson rapped about classic father behaviors. Adriana Robles of the production company Tool directed both videos. Robles\u2019s credits include\u00a0 \u201cSaturday Night Live\u201d skits and Walmart ads.<\/p>\n<p><iframe title=\"A Nutty Holiday\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/A8bvjdKqMhE?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-7\">The ad comes about six months after Hormel acquired the brand from Kraft Heinz for $3.35 billion. Hormel Foods officials have expressed ambitions to use the brand to complement its existing portfolio of packaged meats, penetrate new markets like convenience stores, and act as an anchor to a developing snacking business.<\/p>\n<p class=\"paragraph-newsletter-8\">For now, the brand\u2019s presence in holiday celebrations takes the spotlight. An associated contest offers consumers the chance to win a \u201cNutsalgia Box\u201d of 80s-themed gifts\u2014a colorful box containing retro Planters brand swag, classic board games, a Bluetooth cassette boombox and a classic movie on DVD.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-9\">The brand\u2019s iconic spokesman, Mr. Peanut, has but a small presence in the campaign, appearing as a tree ornament and in d\u00e9cor. The monocled Mr. Peanut was one of the consumer packaged goods industry\u2019s hardest-working figures in recent years, famously having been killed off in a\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/special-report-super-bowl\/planters-kills-its-mascot-supposed-super-bowl-commercial-leak\/2228736\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">much-discussed 2020 Super Bowl ad<\/a>\u00a0that was followed by a progression of spots charting his rebirth.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-10\">\u201cOver the past 115 years, the Planters brand has been a part of everyone\u2019s holiday celebrations. We are excited to keep this tradition alive by kicking off the holidays with a new music video featuring Reginald VelJohnson that reminds people what truly adds substance to the season,\u201d said Jaynee Dykes, associate marketing director for Planters, in a statement. \u201cWe also want to spread the holiday cheer directly to our fans with our nutstalgia gift boxes, bringing people from past and present generations together to celebrate this season in a memorable way after a year apart.\u201d<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-11\">VaynerMedia, Planters\u2019 agency of record, is overseeing the campaign. Music was composed Alan Wilkis who worked with <strong>Squeak-E-Clean Studios<\/strong> and produced by Nick Doering.<\/p>\n<div class=\"block block-ctools-block block-entity-fieldnodefield-paragraphs\" data-block-plugin-id=\"entity_field:node:field_paragraphs\">\n<div class=\"editor-description__wrapper\">\n<div class=\"field field--name-field-paragraphs field--type-entity-reference-revisions field--label-hidden article-paragraph field__items\">\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-12\">The effort continues\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/nostalgia-marketing-hot-how-brands-can-use-it-effectively\/2351071\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">a recent wave of nostalgia marketing during the pandemic<\/a>\u00a0that has seen brands including Pizza Hut, Cheetos, Carvel and others lean into their heritage to recall what felt like simpler times.<\/p>\n<div id=\"remove-recommended\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"block block-crain-aac-utility block-about-author-block\" data-block-plugin-id=\"about_author_block\">Read the original article\u00a0<a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/planters-taps-reginald-veljohnson-nutstalgic-musical-holiday-spot\/2384171\"><em><strong>here.\u00a0<\/strong><\/em><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 80s die hard in a nutty campaign for the iconic peanut brand In one of the first campaigns created under new owner Hormel Foods, Planters is going back to the 1980s. A new music&#8230;<\/p>\n","protected":false},"author":2,"featured_media":24163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,2376],"tags":[3298,3299,3300,319,2375,2526],"class_list":["post-24162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-squeak-e-clean-studios","tag-peanut","tag-planters","tag-snack","tag-adage","tag-squeak-e-clean-studios","tag-holiday-spot"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Squeak E. Clean Studios, Planters Taps Reginald Veljohnson in &quot;Nutstalgic&quot; Musical Holiday Spot, on AdAge - Press Kitchen<\/title>\n<meta name=\"description\" content=\"In one of the first campaigns created under new owner Hormel Foods, Planters is going back to the 1980s. 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