John Goetter, VP of marketing at John B. Sanfilippo & Son, Inc., parent company of Orchard Valley Harvest, told Ad Age that the nut category in general has trouble keeping millennials and Gen Z engaged—and this kind of work is meant to counteract that.

“We don’t take ourselves too seriously,” he said. “We’ve tried to infuse fun and excitement into our brand to combat that—from our package design, to flavors, to our campaigns.”

When Terri & Sandy approached the brand with the No Nut November idea, he added, “we thought it was brilliant. It was so clever and did a wonderful job of playing into the joke without being over-the-top and offensive. After some hilarious and awkward meetings to explain what No Nut November was to some key executives, everyone was on board with the idea.” 

Read the full article.