Planters Is Advertising in the Super Bowl for the First Time in Over a Decade

This year’s ad is 30 seconds long and will run during the second quarter. VaynerMedia is developing the spot. Luke Cole, head of brand build and marketing for the snacks, desserts and seasonals division of Kraft-Heinz, Planters’ parent company, said the brand’s status as a snack food made a Super Bowl appearance a natural fit.

“The Super Bowl is one of the biggest snacking days of the year,” Cole said. “Planters is the No. 1 snack brand, so it’s made perfect sense to have that brand play a big role on that day.”

Planters’ last Super Bowl spot came in 2008 with “Perfume,” an ad about a unibrow-sporting woman who entices every man in her path by using Planters cashews as a fragrance, rubbing them on her wrists and neck before heading out for the day. The 2019 ad will star an as yet unnamed celebrity as well as the brand’s iconic mascot, Mr. Peanut.

“He’s just overwhelmingly positive and loved by everyone,” said Cole of the decision to include Mr. Peanut in the spot. “He’s synonymous with the brand, so it makes sense to have him be a part of that conversation.”

The humorous ad will showcase “the great lengths [Mr. Peanut will] go to satisfy his snacking needs when that craving strikes” and centers around the idea that Planters nuts are “always there for you in crunch time.”

Planters is also planning a social activation on game day, with more details to come on Mr. Peanut’s official Twitter account.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.