Planters: #RIPeanut

Planters, a food processing company, launched a Super Bowl campaign that killed off its brand mascot, Mr Peanut, and saw the rebirth of a new one, Baby Nut, to create brand buzz.

Campaign details

Brand: Planters Advertiser: Planters Agency: ICF Next and VaynerMedia

The Challenge

The Super Bowl is more than the biggest day is football; it's also the biggest day in snacking.

Planters entered the fray in 2019 and, while that ad was well received and heavily covered, it didn't result in the cultural breakthrough required to outshine the loing list of other snack brands ponying up $5 million for :30 of airtime during the ga

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