The National Peanut Board is Spreading Good in 2020 through a series of purpose-driven initiatives centered on doing good with peanuts and peanut butter. This year-long campaign will give back to local communities by facilitating peanut-and peanut butter-based activities that trigger product donations throughout the year.
The first activation as part of NPB’s Spreading Good campaign – “Substantial Emoji” – wrapped up on Mar. 31 and proved to be a success. First launched on Jan. 24 for National Peanut Butter Day, NPB gave the peanut emoji substance by turning all emoji used on Twitter into real peanuts for peanut butter donations to U.S. food banks.
Within just one week of launching, the initial goal of five million peanut emoji used on Twitter was already met, so NPB subsequently raised the goal. At the conclusion of the campaign, there were a total of 5,655,609 peanut emoji tweeted. This translates to roughly 10,500 jars of peanut butter. However, with the high demand for peanut butter in food banks due to COVID-19, NPB will proudly be donating the full pledged amount of 12,000 jars.
Throughout the year, the National Peanut Board will continue to spread good with more peanut-and peanut butter-based activities – by the end of the year, the campaign aims to donate up to 17,000 pounds of peanuts and peanut butter.
Be sure to follow @PeanutsHere on Twitter and Instagram so you can join us in #SpreadingGood.
Thank you to our partner brands that are helping us Spread Good in 2020:
Crazy Richard's Peanut Butter
Georgia Grinders Peanut Butter
Peanut Butter & Co.
The J.M. Smucker Company
Eliot's Nut Butters
Tara Foods, LLC