Mars Chocolate North American has enlisted actor and comedian David Koechner for a new online contest series, called “Search for the One,” in which the funnyman “rhapsodizes, analyzes and agonizes” over peanuts in a truly original fashion.
The series features more than a dozen long- and short-form video segments and photos following Koechner's adventures as the “Peanutty Professor” – each of which was customized to be presented on a variety of social platforms including the M&M's Facebook, YouTube and Instagram channels.
"Just like the professor, we're nuts about peanuts too," said Roy Benin, chief consumer officer for Hackettstown, N.J.-based Mars Chocolate North America. "In fact, only 1 in 100 peanuts is lucky enough to find its way into a bag of M&M’s Peanut."
The "Search for the One" was scripted to blend the M&M's brand with Koechner's trademark improvisational humor, and aims to prepare consumers for the launch of M&M's "Year of Peanut" in Atlanta on New Year's Eve.