Protect the Peanut

When complaints about the taste of Peanut M&M’S started piling up on Reddit, M&Ms could have simply ignored it or passed out discounts.

Instead, we went on a mission, discovering this was a part of a much bigger issue. Extreme weather was making traditional peanut crops vulnerable to drought, fungus and disease that was causing the oils in peanuts to go rancid faster.

Working in partnership with the University of George, we set out to reinvent the peanut as we know it, developing a biological blueprint for new peanut varieties that have a longer shelf life and are more resilient to climate change.

They also happen to taste damn good in a hard chocolate shell.

Cannes Lions 1 Gold 1 Bronze