National Peanut Board Launches Grow it Yourself Campaign with Plant Kween & Apartment Therapy

This past year has helped many people appreciate all the things we can do ourselves – including growing plants. To celebrate the GIY lifestyle (and consideration for peanuts and peanut butter), NPB developed a fun-loving consumer-focused campaign to teach young Millennials and Gen Z how to grow peanuts at home in a container garden.  
The promotion runs May 10th to 19th and centers around a partnership with Instagram influencer Christopher Griffin, aka @PlantKween, who has more than 331,000 Instagram followers who look to them for plant inspiration and self-care tips.  
Like many Millennials and Gen Z’s, this is Christopher’s first time growing a peanut, and his enthusiasm is contagious. He plans to share with followers the peanut growing process, as well as sustainability aspects of peanuts. As a special treat, on May 12, Christopher will offer his fans the opportunity to receive a greeting card with their own peanut seed. Each registered fan will receive one greeting card from Plant Kween and another one to gift to a friend – because GIY is always more fun when it is shared. 
In addition to Plant Kween’s audience, the activation also utilizes earned and paid media. The program officially launches with a 20-minute Instagram LIVE interview between Christopher and an editor from Apartment Therapy, a digital site with a one billion monthly reach. Christopher will walk the editor through planting her own peanut and the duo will even take questions from the LIVE audience. Tune in Apartment Therapy’s Instagram LIVE to watch at 5 pm on Tues., May 11. 
Apartment Therapy plans to share the interview on their IGTV channel, in their newsletter, in a featured blog post, on their Pinterest page, and other social media platforms. Christopher will bring the message to an even larger audience with earned media opportunities in six broadcast and print publications.     
NPB is sharing the posts on their owned social media channels. We encourage you to engage in the conversation by leaving your own peanut growing tips and experiences using the hashtag #GrowPeanuts or by checking out @PeanutsHere?@PlantKween  and @ApartmentTherapy on Instagram.? 

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