ATLANTA, April 1, 2014 /PRNewswire/ -- Today the National Peanut Board announced the launch of its new brand platform and advertising campaign, "The Perfectly Powerful Peanut." The campaign takes a strikingly original approach to advertising with its use of hand-illustrated botanical art aimed at showcasing the authentic nature of peanuts as a plant-based source of nutrition.

The new platform will be unveiled in advertisements appearing in national print publications — including Men's Health, Family Circle and Cooking Light — and on the subways of New York in March 2014. Online advertisements will launch in April 2014.

"The Perfectly Powerful Peanut" brand platform is built on growing consumer trends and preferences for health and wellness. The approach speaks to consumers' focus on purchasing foods offering health benefits.

"Our goal is to raise the association consumers have for peanuts and peanut butter with nutrition and health. At seven grams of plant-based protein, peanuts have more protein than any other nut, as well as more than 30 vitamins and minerals — and they offer heart health* benefits," said John Harrell, chair of the National Peanut Board and a Georgia peanut farmer. "We want to build on the love Americans of all ages have for peanuts, and as a farmer I couldn't be prouder to support that."

Further illustrating "The Perfectly Powerful Peanut" story are two peanut farmers, Jeffrey Pope of Virginia and Charles Hardin of Georgia who are showcased in the advertising campaign. Renowned photographer, Chris Crisman, captured the images for the advertisements.

Developed by the Atlanta office of Birmingham-based marketing and advertising firm Lawler Ballard Van Durand (LBVD), the advertising campaign features visually distinctive artwork of actual peanut plants created by some of the world's foremost botanical artists. The art serves as a backdrop for photographic portraits depicting those who benefit from peanuts and peanut butter. This provides a unique perspective, as most individuals might not associate peanuts deriving from a green plant.

"People naturally associate plants with health and vitality. Part of our strategy is to link peanuts to their roots — quite literally — to let people see peanuts in a whole new light…one that coincides with the natural healthfulness they're increasingly looking for," said Bob Coyle, managing director of LBVD.

* Scientific evidence suggests, but does not prove that eating 1.5 ounces per day of most nuts, including peanuts, as part of a diet low in saturated fat and cholesterol may reduce the risk of heart disease.

About the National Peanut Board

The National Peanut Board represents all 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, visit www.nationalpeanutboard.org.

About Lawler Ballard Van Durand

Lawler Ballard Van Durand (LBVD) is a marketing and advertising firm with offices in Birmingham and Atlanta. The agency, founded in 1991, is internationally recognized for its strategic and creative originality. In addition to the National Peanut Board, LBVD works with clients to build their brands and businesses in a range of industries, including financial, food and beverage, utilities, and economic development. To learn more about the firm, visit lbvd.com.

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National Peanut Board

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SOURCE National Peanut Board