Hampton Farms, an in-shell peanut company in Severn, North Carolina, has chosen Rivers Agency, a full-service integrated marketing firm in Chapel Hill, to “elevate its brand and launch new product-driven campaigns” following what Hampton Farms said was a “competitive pitch process.”
As Hampton Farms’ agency of record, Rivers will handle branding, campaign strategy and execution, social media content development, paid media and the management of an ecommerce website and contests.
“We were looking for a partner who could connect with our core audience, but also help us reach the next generation of peanut lovers in unique and creative ways,” said Jeanne Cashman, director of brand marketing at Hampton Farms. “Rivers immediately grasped the down-to-earth, light-hearted nature of our brand and was able to help us hone our brand story. We’re excited to tap their digital and social expertise to share our refreshed brand with consumers.”
Rivers used insights gained during its discovery process to make recommendations for the brand refresh. A brand guideline book also was developed to ensure the brand is deployed consistently by Hampton Farms, its partners and agencies. The refresh includes updates to the brand’s architecture, purpose, values, personality and tone; visual direction and the application of brand assets; as well as persona development.
As the only producer of flavored in-shell peanuts, Hampton Farms’ latest campaign will promote its summer flavors and incorporate the new brand elements. The digital campaign features the playful illustrative style Rivers developed for Hampton Farms’ seasonal line of in-shell peanut flavors: Salted Fancy, Unsalted Fancy, Cajun Hot Nuts, Dill Pickle and Hatch Chile. Paid ads will appear throughout the summer targeting consumers across Google Search, Facebook and Twitter.
“From Major League Baseball stadiums to grocers nationwide, Hampton Farms’ products are always within arms’ reach,” said Lauren Rivers, president and founder of Rivers Agency. “We’re thrilled to help raise awareness of this iconic American brand so more consumers ask for these delicious products by name.”