Homeplate Peanut Butter

Awareness Campaign - 2016

Homeplate Peanut Butter is founded by two former Major League baseball players whose story goes that peanut butter has long been a source of nutrition and natural energy for the players behind the scenes. While baseball is America's pastime, not everyone is such a big fan...
For this campaign, I had to take an existing brand which was targeted towards baseball players and make it appeal to a larger audience without losing its roots.
This peanut butter is all-natural. And as we know, all-natural products are becoming more and more sought after in our food sources. So my team and I came up with the idea of playing off the idea of the "natural" food buzzwords: Wild-caught, grass-fed, and free-range. These specific words were selected because not only were they relatable to baseball in a sense, but they also keep the humor alive - since obviously you don't catch peanuts in the ocean, nor do chickens lay them, nor do peanuts have mouths. At least that's what we found in our research.
Back to Top