Nutmobile’s Experiential Advertising Visit with Advertising Copywriting Students

No fruitcake was involved.

Students got a “hands-on” example of experiential advertising, which has existed since PLANTERS® first NUTmobile in 1935, as they heard three guest speakers and then toured the vehicle on Jan. 27. 

In 1891, company founder George A. Hormel uttered, “Originate, don’t imitate.”

The 26-foot-long “peanut on wheels” has evolved into what JPR&NM 2022 grad Teagan Zelle describes as “a nutty experience that brings people together.” Zuelle did her Advanced PR course internship with Hormel, whose home office is in Austin, Minnesota.

Zuelle has been with Hormel for almost three years and is now a Brand Communications manager. She’s a “legacy” Hormel employee since her father spent most of his working career there.  

Piloted by three brand ambassadors called ‘Peanutters,’ the NUTmobile “travels the salty streets of America year-round. Our goal is to spread joy and crack smiles across the country,” Zuelle said.

Hormel is an American global food company started by a guy who borrowed $500 to open a meat business. It now has 20,000 employees and was Newsweek’s 2022 pick as one of the most trustworthy companies in America. Hormel is known for being an innovator, a champion for inclusion and diversity, and a corporation with a conscience interested in its global impact.

Speakers said they enjoyed their brand ambassador experiences and plan to roll through each state this year except Hawaii and Puerto Rico. Hotels and meal expenses are paid during the year-long experience, and the gig includes days off each week to “rest up or explore” where they are, as well as aid trips home several times during the year.

“Job openings will be posted soon as the search for new ambassadors begins. So, if you don’t have a video to use in your application yet, now’s the time to get one done,” Ad Copywriting teacher and Senior Lecturer Cassy Burleson said.

Ad Copywriting students enjoyed the event. “This was a fun experience because our five speakers had a ton of memories from their travels across the country.  So, this is definitely a job for you if you’ve been wanting to network, travel and gain experience in different realms of media," Bloomfield, New Jersey, junior Kassidy Tsikitas, a Lariat staff member in the class, said.

KWTX-TV in Waco covered the event.