PROTECTING AN AMERICAN INDUSTRY
Amerca's Peanut FamersFarming is no easy life. Yet with peanuts sales on the decline, much more is at stake.
THE STAKES
Documentary // Advocacy // Commercial // Brand Identity
THE CHALLENGE
Peanuts are more than a crop—they’re part of the economic backbone of rural America. But changes to federal legislation threatened critical protections for family farms, putting generations of farmers at risk.
The challenge wasn’t just political. It was emotional. How do you make policy personal?
THE APPROACH
Working with Weber Shandwick, Percepto developed a long-form documentary campaign designed to humanize the stakes behind the Farm Bill.
Instead of focusing on legislation, we focused on the people it affects:
the farmers, the land, and the legacy.
The campaign became the foundation for a digital advocacy push—distributed through a custom microsite built to support congressional outreach.
THE OUTCOME
Farm subsidies remained protected, preserving vital support systems for peanut farmers across the country.
A documentary built for advocacy became a measurable tool for impact.
Protect our peanuts
This film really went to bat for farmers across America.
Peanut Pride
The second documentary shifted focus from protection to identity.
Not just what peanut farmers produce—but what they preserve.
Land stewardship, generational knowledge, and responsible farming practices became the heart of the story.
This film repositioned farmers not simply as producers—but caretakers.
CAMPAIGN EXTENSION
CONTENT AT SCALE
Beyond advocacy.
Percepto also developed commercial-ready content systems:
broadcast spots, theatrical ads, product films, and an exportable content library built for foreign agencies and global markets.
A single production pipeline.
Multiple business applications.
Alternate design
Alternate design
Harvesting Identity
To unify the campaign, we also developed a logo system for American Peanut Farmers—creating a visual identity rooted in heritage, pride, and longevity.
Branding the people behind the product.
#peanutpride
“Farming means to be a steward of the land.
To protect it for our future generations.”
