Client: National Peanut Board (Atlanta)
PR agency: GolinHarris (Atlanta)
Campaign: Resumption of Consumption
Duration: March-October 2009
Budget: $395,000

In January 2009, salmonella contamination at a Peanut Corporation of America manufacturing plant, which supplied ingredients to many brands, led to the recall of 3,000-plus products. Information Resources, Inc. (IRI) data showed peanut butter sales fell 19.42% last January compared with January 2008.

"Consumption of all things peanut was dealt a serious blow," says Raffaela Marie Fenn, president ...