May 16, 2025 – ATLANTA – The National Peanut Board (NPB) has announced that Special U.S. a global independent creative group, will be responsible for the creation and implementation of a peanut commodity brand position and consumer brand campaign for the organization. The work was awarded to Special U.S. after a robust and competitive RFP process.
NPB, headquartered in Atlanta, Georgia, is dedicated to improving the economic well-being of America's 7,000 peanut farming families through compelling marketing and groundbreaking research. NPB supports initiatives aimed at increasing peanut consumption, eradicating peanut allergies and investing in sustainability advancements, all while emphasizing health, wellness and nutrition.
Drawing inspiration from established commodity brands, NPB has tasked Special U.S. with strategic territory for a long-term positioning of USA peanuts to unify the industry under one master brand. The assignment also includes the development of a core creative idea, culminating in a new consumer campaign focused on effectively reaching Gen Z.
“We are so excited to partner with the National Peanut Board and we can't wait to help write the next chapter for peanuts,” said Amy Ferguson, CCO of Special U.S. “At Special U.S., we believe in the power of beautifully crafted ideas that are both simple and striking and we see a massive creative opportunity in bringing the simple and ubiquitous peanut back into the cultural conversation. We also can't wait to unabashedly use more peanut puns.”
“We were extremely impressed with the Special U.S. team,” said Dena Malsom, VP of Marketing and Communications, CMO, National Peanut Board. “Their innovative approach and creative chops make them the perfect fit to create a long-term brand platform and re-introduce peanuts to Gen Z in a way that is relevant and meaningful.”
"The Board recognized a need for a robust brand identity to continue growing passion and demand for USA-grown peanuts among younger generations,” stated Casey Cox Kerr, National Peanut Board Chair, Georgia peanut grower and member of the RFP review panel. “We believe a multi-year consumer platform represents a pivotal advancement for peanut growers and the industry. We’re excited to embark on this journey with Special U.S.”
Special U.S. joins forces with NPB’s long-term public relations agency of record (AOR), Golin. Golin will continue to bolster NPB’s voice across multiple fronts, including strategic communications to help eradicate peanut allergies; corporate traditional earned media and digital media strategies; brand reputation and protection management; crisis communications management; and relationship building with growers, industry leaders, brands, retailers and more.
Together, Special U.S. and Golin will build on NPB’s success across consumer marketing and peanut allergy prevention awareness to reach new heights. NPB believes this agency collaboration will ensure a cohesive strategy to boost the demand for USA-grown peanuts and continue enhancing the financial stability and prosperity of America’s 7,000 peanut farming families.
With USDA approval, the work with Special U.S. will kick off in November with the campaign launching by early Q2 2026. Golin will maintain its current AOR partnership with NPB.
For more information, please visit: www.nationalpeanutboard.org.
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About the National Peanut Board (NPB)
The National Peanut Board represents USA peanut farmers and their families. Through research and marketing initiatives the Board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts. For more information about the board, visit www.nationalpeanutboard.org. For more information about the early introduction of peanut foods to prevent peanut allergy, visit www.preventpeanutallergies.org.
About Special U.S.
Special U.S. is an independent creative agency based in Los Angeles and New York that specializes in crafting culture-defining work for brands like Fox Sports, Hanes, Planet Fitness, and Uber. The group has been recognized as the #4 Independent Network of the Year by Cannes Lions (2023), the #1 Most Effective Independent Network in the World by WARC (2024), and Global Creative Agency of the Year by Campaign U.K. (2021, 2023). Special U.S. is a part of Special Group, a federation of independent agencies with offices in New Zealand, Australia, Japan and the U.K.
About Golin
Golin is a global public relations agency that helps companies create change that matters. Together, we discover powerful human truths that bind us, create with bravery and collaborate inclusively and obsessively. Golin’s 1700 global employees operate across 50+ offices worldwide, allowing us to provide our clients with comprehensive solutions for multi-market, regional and global communications programs. Golin is a 2024 Grand Prix winner from the Cannes Lions Festival of Creativity and was named one of Fast Company’s 2025 Most Innovative Companies, PRovoke Media’s 2024 Global Agency of the Year, PRWeek’s 2024 overall Agency of the Year in the U.S., PRovoke Media's 2025 & 2024 Best Large Agency to Work for in North America, a 2023 and 2022 PRWeek U.S. Best Place to Work, PRovoke Media's 2022 overall North America Agency of the Year, PRovoke Media's 2022 and 2021 North America Large Agency of the Year, PRWeek’s 2021, 2020 and 2019 Global Agency of the Year, AMEC's 2023, 2022, 2021, 2020 and 2019 Communications Research & Measurement Team of the Year and a 2021 Chicago Tribune Top Workplace.