National Peanut Board: Nutty Neutralizer

Spice challenges seem to be everywhere these days. But what happens when the “heat” from spicy foods is too much? What’s the best spice neutralizer? Most people automatically think of milk. But did you know that peanut butter can be used to neutralize your reaction to spicy foods too?

In collaboration with the National Peanut Board, we developed a media mailer aimed at highlighting peanut butter's spice-neutralizing properties. The comprehensive kit featured a custom box, stickers and tape, as well as peanut butter, four hot sauces, a cooling towel, an apron, and a game spinner. The design concept drew inspiration from traditional emergency signage, framing peanut butter as the metaphorical fire extinguisher for one's spicy foods adventure.

We engaged 5 Gen-Z and Millennial creators on TikTok to share videos taking the #pbspicechallenge, using the items in the mailer. We garnered 19M views and 875K engagements, at a 4.5% engagement rate.