Part Hemingway, part Indiana Jones, The Peanutty Professor is an eccentric peanut passionista on a life-long, globe-hopping quest for the perfect peanut. He personifies the brand, because as M&M’S says at the end of each video, “We’re nuts about peanuts too.”

Throughout this campaign, we follow The Peanutty Professor as he searches endlessly for—in his words— “The One.” His eccentric quest is linked to the M&M’S brand at the end of each video with the simple, but honest, message “We’re nuts about peanuts too.”

Each piece of content was specifically tailored to the digital platform it would live on, including Facebook, YouTube and Instagram. These long and short-form videos, and stills, were also supported by social media influencers and YouTube pre-roll.

The series successfully put Yellow, the M&M’S Peanut, in the spotlight, with more than 1.5 million views, more than 68 million media impressions and nearly 20,000 social engagements. And almost every earned media impression included our message, “Only 1 in 100 peanuts is lucky enough to become an M&M’S Peanut.”