After a competitive pitch process, Hampton Farms, the No. 1 brand of in-shell peanuts in the United States, selected Rivers Agency, a full-service integrated marketing firm based in Chapel Hill, to elevate its brand and launch new product-driven campaigns.
As Hampton Farms’ agency of record, Rivers’ scope of work will include branding, campaign strategy and execution, social media content development, paid media and the management of an e-commerce 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.”
About Rivers Agency
Rivers Agency is an advertising and design agency in Chapel Hill, North Carolina that has provided national and local clients with big ideas and world-class service since our founding in 1993. We specialize in creating marketing campaigns, brands, websites, catalogs and print materials that bring meaning, results and loyalty to our clients’ brands.
About Hampton Farms
Operating since 1946, Hampton Farms is a division of Meherrin Agriculture that produces great-tasting products including in-shell Virginia and Valencia peanuts, shelled peanuts and tree nut snacks, and nut butters. Based in Severn, North Carolina, Hampton Farms is the market leader of the in-shell peanut category, which is sold across the United States and Canada.