• by Fern Siegel , April 8, 2026

BBDO Chicago's campaign for M&M’s notes a little-known reality: peanuts are a genetically vulnerable crop. For M&M’s, only one in 100 peanuts makes the cut. That's the premise behind “Protect the Peanut” doc, which chronicles how the brand solved the problem of the nut impacted by climate change. 

The film interviews scientists, fans and product specialists and launches globally across M&M’s social channels.

Josh Gross, chief creative officer, BBDO Chicago: “Sometimes, the most powerful ideas start with someone noticing something small, and then starting to ask the right questions. When we saw fans talking about Peanut M&M’s tasting different, it felt like the beginning of a much bigger story. ‘Protect the Peanut’ is about following those questions all the way to its source, turning it into something meaningful, and protecting something people love for future generations.” 

Partnering with the University of Georgia, M&M’s developed more resilient peanut varieties. Parent company Mars put $12 million in farmer premiums to produce a healthier nut. 

M&Ms also reached out to fans who complained on Reddit about changing peanut taste. They got redemption codes so they can experience the difference for themselves.

Amanda Davies, chief R&D, procurement and sustainability officer, Mars snacking, added: “For M&M’s, our pursuit of the perfect peanut led us to a much bigger challenge: securing its future. Making real progress took generational thinking, real investment, and years of work with farmers, scientists and partners – from the ground up, from soil to snack.”

The agency's creative work also includes Bayer, Champion and Lay's.