Peanut M&M’s had a problem. They were attracting complaints. Mars Wrigley had a problem. The peanuts it was receiving were not up to scratch. So M&M’s set out on a mission to fix the peanut problem and BBDO Chicago created a documentary to make sure that M&M fans understood they could have peanut M&M enjoyment again.
The documentary, Protect the Peanut, begins humbly, with a montage of fans who had voiced their displeasure with peanut M&M’s on Reddit. From this self-effacing admission, a story unfolds about the rigours of peanut growing and manufacture. Up to 30% never making it from pod to plate due to disease and environmental pressures. Just 1% of peanuts are worthy of becoming peanuts in M&M’s.
The doco speaks with farmers, and scientists, highlighting the natural disasters and peanut growing quirks that challenge peanut perfection…as well as the initiatives M&M’s have taken to solve them, such as advanced natural breeding to develop more resilient peanut varieties and injections of money to support growers to plant a new variety of peanut that stays fresher longer. The documentary is running on M&M’s social channels.
Production Company: Nobodys
Director: Sunny Sixteen
Managing Director: Gabe Reiter
Producer: Misty Arnold
Post Production: Omnicom Studios
Editor: Steve Immer
Colourist: Caleb Hill
Engineer: David Axelbaum
Producer: Beah Travis
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