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

How did #BabyNut pay off for the snack brand?

A still of Baby Nut laying on plants
Mr. Peanut made a reemergence as a Baby Nut at the Super Bowl. Planters

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.

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