Rest in Peace, Mr. Peanut—Planters Kills Off Iconic Mascot in Lead-Up to Super Bowl

Mr. Peanut's funeral will air on the night of the Big Game

mr peanut
Mr. Peanut meets his demise in a Super Bowl teaser for Planters. Planters
Headshot of Diana Pearl

So long, Mr. Peanut.

In a shocking move, Planters, the Kraft-Heinz-owned snack brand, has killed off its iconic mascot in a teaser for its Big Game spot. Mr. Peanut’s untimely demise began with a Nutmobile crash, followed by falling off a cliff and ending in an explosion.

In the 30-second teaser, Mr. Peanut is driving his signature Nutmobile around a winding cliff with actors Matt Walsh (Veep) and Wesley Snipes in the front and back seat, respectively. Walsh spots an armadillo in the road, and Mr. Peanut swerves—right off the cliff. Walsh, Snipes and Mr. Peanut come falling after it, grabbing onto a branch on their way down. But their collective weight is too much for the branch, and it starts to snap. In a martyr move, Mr. Peanut sacrifices himself, falling the rest of the way down the cliff on to the top of the Nutmobile, which then explodes.

And when will the classic mascot be memorialized? During Super Bowl 2020, naturally.

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” said Samantha Hess, brand manager for Planters, in a statement. “He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”

The loss of Mr. Peanut is a major moment for the brand. Planters first introduced Mr. Peanut to audiences in 1916, meaning that the mascot has been around since the midst of World War I, making him of the longest-standing brand mascots of all time.

The spot, which will air during the third quarter of the Big Game on Feb. 2, was produced by VaynerMedia. Planters also has several promotions and activations to honor Mr. Peanut’s life, including commemorative pins for fans who spot the Nutmobile on the streets and a hashtag, #RIPeanut, for fans to share their sympathies.

Planters advertised in the Super Bowl last year, too, with a spot starring Alex Rodriguez and Charlie Sheen. That spot marked Mr. Peanut’s first Super Bowl appearance—and this year may very well be his last.


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@dianapearl_ diana.pearl@adweek.com Diana is the deputy brands editor at Adweek and managing editor of Brandweek.
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