Reaching Millennials and Gen Z with Peanut Better Together

Reaching Millennials and Gen Z with Peanut Better Together

Every generation thinks the generation before them doesn’t understand their interests, struggles, style and sometimes even food preferences. And this couldn’t be truer when it comes to Gen Z and millennials. But when you really look at it, the two generations are more alike than they may care to admit. In fact, both generations share a love for peanut butter. Peanut butter is a cross-generational classic that can help turn Gen Wars into Gen Love.

Sweet, salty, nutty and savory, peanut butter enhances everything.​If you’re in a pinch or in the mood for something different, peanut butter is sure to complement it.​It’s America’s worst kept secret ingredient for keeping it interesting. ​

In 2022, the National Peanut Board is showing how everything is “Peanut Better Together.” We’ll do this through three consumer activations that will take place over the course of this year.

The Nutty Neutralizer

Capsaicin, the chemical compound that gives spicy foods their heat, can be dissolved in fat and oil, not water. That’s why milk is the usual go-to for counteracting spice, but there’s another staple that can be just as effective — peanut butter! ​We will engage spice-loving foodie influencers from the different generations to bring on the heat, bringing everyone back together with the calming, lactose-free, shelf-stable antidote — peanut butter. #pbspicechallenge​

Peanut Better Your Home

Spring and summer are the busiest moving seasons for both generations1. Although they have a different vocabulary for design — one calls it aesthetic, the other style — they both care deeply about making their space feel more like them. Through a giveaway and social promotion, we’ll show them inspiration can come from a food they both love — peanuts and peanut butter. By creating deliciously designed (and peel-and-stick) wallpaper, we'll bring them together with a perfect product for a peanut inspired pad.

Peanut Butter Chili Time

With 57% of global consumers liking new and unusual flavors2, and 44% of young Americans having cooked an unexpected recipe that went viral on social media3 unusual ‘you-just-gottatry-it” flavor combinations are bringing millennials and Gen Z together. Across cafeterias and message boards, a groundswell is forming around a new peanutforward flavor combination: peanut butter and chili. That’s right, chili is better together with peanut butter, and we’re going to share it with the masses through a Peanut Butter Chili Cookoff during National Chili Week in the fall.