Major Ballpark Peanut Brand

Making Hampton Farms The Top In-Shell Stadium Selection

The Scouting Report

We wanted to solidify the brand’s position as the undisputed leader in the sports stadium concession market. The goal was to leverage their existing reputation to become the "go-to" choice for in-shell peanuts at major venues nationwide, transitioning the brand from a known vendor to an essential, high-equity partner in the American sports experience.

The Huddle

We focused on the "ballpark peanut" as a cultural ritual rather than a simple commodity. Our team crafted a energetic social media narrative, working closely with designers to ensure the  wordplay and high-energy concepts, such as the "Shell Yeah!" initiative, aligned perfectly with a modernized, illustrative visual style. This collaboration was designed to reinforce the brand's dominance in the stadium space while building a direct, emotional connection with the fans in the stands.

The Game plan

I worked on a series of high-impact campaigns to connect the product with shared family traditions and the specific energy of live sports.

• Market Education: Creating content that elevated the peanut from a casual snack to a "Summer Super Power," educating stadium stakeholders and fans alike on the nostalgic and communal value of choosing the industry-leading brand.

• Multi-Channel Narrative: Deploying a playful, illustrative storytelling approach across social and digital platforms, using punchy copy to celebrate the act of cracking peanuts as a vital part of the gameday experience.

• Brand Architecture: Developing a distinct, high-energy verbal identity that used bold wordplay to humanize the brand and solidify its status as the official provider of America’s most iconic baseball snack.