Planters: #RIPeanut

Planters, a food processing company, launched a Super Bowl campaign that killed off its brand mascot, Mr Peanut, and saw the rebirth of a new one, Baby Nut, to create brand buzz.

Campaign details

Brand: PlantersAdvertiser: PlantersAgency: ICF Next and VaynerMedia

The Challenge

The Super Bowl is more than the biggest day is football; it's also the biggest day in snacking.

Planters entered the fray in 2019 and, while that ad was well...

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