To raise awareness and promote early allergen introduction, we created Square Baby’s first Super Bowl commercial: Deez Nuts. The idea leans heavily into recent research which found that introducing peanuts as early as four months can help reduce the risk of developing this lifelong allergy by over 80%. Despite this groundbreaking news, most brands still tout ‘allergen free.’ Katie Thomson MS, RD, Cofounder and CEO of Square Baby said "We knew the campaign name would raise eyebrows, but we needed a name and a song so catchy that parents couldn't ignore the message. And if ruffling a few feathers is what it takes to protect the next generation of kids, we’re willing to go there."
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