• by Karlene Lukovitz  @KLmarketdaily, February 4, 2013

That naughty Mr. Peanut is at it again.

This time, the iconic Planters brand character is starring in three humorously sexy Valentine’s Day video e-cards designed for fans to share with their honeys.

All of the video e-cards -- available Feb. 1 through Feb. 28 through a “Keep That Heart Pumping” app on Mr. Peanut’s Facebook page -- are personalized with the sender’s name. One gives the option of pulling a photo of the recipient into the video, and another posts a message from Mr. Peanut on the recipient’s Facebook wall.  

Those who create and send a card -- as well as recipients -- are rewarded with a $1 coupon for Planters nuts.

Two of the videos show Mr. Peanut reclining in front of a fireplace (in one, he’s garbed in heart-print briefs, reaching out to his “sugar” via a new camera phone; in the other, he’s embracing a picture frame, where the recipient’s photo can be featured). In the third, Mr. P “bares it all.” Well, actually, his lower peanut region is covered by a big, red bow.

All three videos feature sexy background music with vocals by a deep-voiced male singer (reminiscent of a certain now-deceased disco/soul star, although Planters reports that the singer is “in-house talent”). 

All three videos also end with a “Keep That Heart Pumpin’” script message signed by Mr. Peanut.

That message alludes not just to the cutely provocative Valentine’s Day video content, but also to an accompanying theme of the campaign, created by TBWA/Being. 

February is National Heart Health Month, and Planters wants to remind folks that the unsalted and lightly salted varieties of Planters Dry Roasted Peanuts are a healthy snack that have earned the American Heart Association’s “heart healthy” Heart Check Food Certification, says Ken Padgett, senior associate brand manager for Planters.

He also points out that the Food and Drug Administration allows peanuts (among other nut products) to make a qualified health claim in their advertising/packaging noting that scientific evidence suggests (but does not prove) that eating 1.5 ounces a day of most nuts, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.

Planters is confident that the more than 500,000 existing Mr. Peanut Facebook-page fans will drive significant sharing of the video e-cards, says Padgett. 

However, to prime the pump (so to speak), Planters is also promoting the e-cards and accompanying coupon offer via targeted ads on Facebook and other online channels. The ads drive consumers to the “Get Your Heart Pumping” app.