Terri & Sandy Named Brand Agency of Record for National Peanut Board

The independent agency is charged with showing the next generation why “It’s Not Nuts. It’s Peanuts.”

The National Peanut Board (NPB), the farmer-funded national promotion, education and research group, has named Terri & Sandy its brand agency of record. The shop is tasked with advancing NPB’s new brand platform that launched in May, aiming to make peanuts a bigger part of the lives of Gen Z consumers.

Overseen by the U.S. Department of Agriculture, NPB’s mission is to cultivate the value of U.S.-grown peanuts and to strengthen the future of the 7,000 peanut farming families it represents.

As AOR, Terri & Sandy will lead brand strategy and creative, including select brand and social activations, as well as media planning, buying and measurement. The business was awarded without a competitive review.

Terri & Sandy’s Partner and Chief Creative Officer, Amy Ferguson, and Group Creative Director, Phil Fattore, shaped the development of NPB’s existing “It’s Not Nuts. It’s Peanuts,” at their prior agency.

“We had so much passion when we helped develop NPB’s brand platform the first time around that getting a second crack at it is super exciting,” said Ferguson. “Now we have to convince a generation raised on protein bars and chips that peanuts are actually a big deal. No pressure.”

Reaching younger consumers is a central focus of NPB’s 2026–2028 strategic plan, which calls for increasing Gen Z’s passion for U.S.-grown peanuts. The mandate comes as peanuts compete not only with an ever-expanding universe of snacks, but also with other nuts that vie for premium positions in health and culture.

Under the new partnership, Terri & Sandy will work to evolve NPB’s existing brand platform and mission beyond functional benefits — bringing everything from nutrition and versatility to farming and culture under one recognizable identity, across multiple touchpoints.

“Peanuts and peanut butter offer familiarity and taste that people love, but their surprising functional and sustainable benefits get overlooked,” said National Peanut Board’s Chief Marketing Officer, Dena Malsom.  “We’re excited that Terri & Sandy share our passion and dedication to building a brand for USA Peanuts that will give younger generations a whole new way to see peanuts.”

The account adds NPB to a Terri & Sandy client roster that includes Freshpet, Princess Cruises, National Geographic and Mars’ Kevin’s Natural Foods. NPB works with Golin Ketchum on PR and retail, Sherman Moritz on foodservice, InBloom Creative Solutions on design and StriKing Marketing on experiential.

The first work from Terri & Sandy under the new partnership is expected to debut in summer 2027.

Source: Terri & Sandy

  Amy Ferguson, AOR, Dena Malsom, Independent Agency, National Peanut Board, Terri & Sandy