Why Planters Decided to Kill Off—and Resurrect—Mr. Peanut at the Super Bowl

How did #BabyNut pay off for the snack brand?

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Mr. Peanut was an undisputed star of this year’s Super Bowl, reemerging after he met his end in Planters’ pregame spot that saw the iconic legume meet his end after the explosion of his famed nutmobile, following an accident that saw him swerve it off a cliff.

The resurrection of Mr. Peanut may bring to mind the life and death of another famous character: Game of Thrones’ Jon Snow. At first blush, the banished solider turned hero in a medieval alternate universe doesn’t seem to have much in common with the dapper legume who sports a monocle and a top hat.

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