"PASSION FOR THE PRE-GAME": MANÍ KING'S NEW CAMPAIGN

With the World Cup as the backdrop, the brand introduces the "Official Peanut Seller of the Pre-Game" and launches a campaign aimed at bringing Maní King into one of the most Argentine rituals: gathering before each match.

The World Cup is played on the field, but also around every table. With this premise, Maní King, the flagship brand of Prodeman, launched "Passion for the Pre-Game," its new advertising campaign that focuses on gatherings with friends and family, snacks, and all those rituals that begin long before the starting whistle.

The campaign introduces the "Official Peanut Seller of the Pre-Game," a character created with a mission: to ensure that peanuts are never missing from World Cup gatherings. His appearance began with a series of social media content and a documentary filmed at Prodeman's facilities, featuring the participation of people who work daily at the company.

"Maní King has stopped being just a snack brand to become a universe with its own codes. After building its identity and seeing how the community embraced peanut pride, we felt it was time to take it to the stage where it fits best: the pre-game of a World Cup. Thus, the Peanut Seller was born, a character created to be present at each of those gatherings where football starts long before the match," highlighted the team from TogetherWith, the creative agency working for Maní King.

"Passion for the Pre-Game" features a 360° rollout that includes television, radio, outdoor advertising, digital content, streaming, influencers, and special actions. The proposal also transcends the country's borders, with a presence in the United States and actions in Kansas and Dallas, two of the cities featured in the 2026 World Cup.

This campaign represents a new step in the growth of Maní King and Prodeman's commitment to continue strengthening its presence in the food market. A proposal that seeks to further build the brand's connection with popular culture through humor, football, and those shared moments where peanuts are already part of the ritual.