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Mr. Peanut Returns in the ‘Irresistibly Planters’ Campaign

Mr. Peanut Returns in the ‘Irresistibly Planters’ Campaign

The campaign was developed by Leo Burnett, an advertising agency based in Chicago

Additional social and digital ads for the campaign will debut in January.

Mr. Peanut is making a comeback with the “Irresistibly Planters” campaign, which debuted on TV Monday, Dec. 26.

This campaign emphasizes the taste of the brand’s products rather than its health and wellness benefits, Adweek reported.

The campaign’s shift in perspective on the brand "has the potential to win with our consumers when they're looking for a quick salty fix they can feel good about," Camille Vareille, head of brand building at Planters parent Kraft Heinz, told Adweek.

In one ad in the campaign, Mr. Peanut tests the “craveability” of Planters products on “Richard the Nutcracker,” who was last seen in an ad trying to eat Mr. Peanut at the Planters holiday party. Richard can be seen under heavy surveillance in a glass chamber testing Planters’ “fresh roasted flavor.”

To create the campaign, Planters had to tap into a 40-person stop-motion team from House Special, a production firm. It took around 10,000 hours in the span of more than two months to create and shoot the commercials.


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Planters kills off iconic Mr. Peanut mascot ahead of Super Bowl

article

(Photo by Ben Hider/Getty Images)

Planters&apos fans are about to be really salty.

The iconic – and probably only – centenarian legume-based mascot, Mr. Peanut, has tragically died, Planters revealed Wednesday.

Though fans can rest assured as Mr. Peanut died doing what he loved – again, probably, we don’t know a lot about the 104-year-old snack-scot – helping his friends Matt Walsh and Wesley Snipes.

Oh, did you not know they were friends?

Neither did we! But apparently they are friends, and close enough that Mr. Peanut would sacrifice himself to save them.

Details around the unfortunate demise of the dapper legume are scant, but from what we know it went a little something like this: Mr. Peanut was driving the NUTmobile (what they actually call it) when an armadillo walked into the road, causing Mr. Peanut to swerve and drive off of a canyon. Snipes, Walsh and Mr. Peanut clung to life on a branch before their weight broke the branch. For some reason, Mr. Peanut – far and away the lightest of the bunch – decided to sacrifice himself by dropping from the branch. He then exploded, because, why not?

Why was the 104-year-old driving in the first place? We don’t know. But we do know, because Planters told us, is that fans can watch his funeral by tuning in during the third quarter of the Super Bowl to �lebrate his life.”

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, Planters Brand Manager at Kraft Heinz. “He will be remembered as the legume who always brought people together for nutty adventures and a good time.”


Watch the video: Planters Mr Peanut Comes back 2020 Big Game commercial (October 2021).