Planters Pauses #RIPeanut Campaign—but Will Still Air Super Bowl Spot

The brand's Super Bowl Sunday plans remain unchanged


Planters has hit pause on its #RIPeanut Super Bowl campaign, which saw the demise of the brand’s iconic mascot, Mr. Peanut, in the wake of basketball star Kobe Bryant’s death.

However, the “pause,” as a spokesperson for the brand referred to it, as of now only applies to the brand’s paid efforts on platforms like Twitter and YouTube, as well as other pre-Big Game outreach. The Super Bowl spot, which features Mr. Peanut’s funeral, will air as planned on Sunday.

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