Nabisco Holdings Corporation: Mr. Peanut campaign

Sarah Milstein

Mr. Peanut was created in 1916 by a 14-year-old boy who submitted a drawing to a contest held by Planters to find a trademark for its peanuts.

Nabisco Holdings Corporation: Mr. Peanut campaign

Sarah Milstein

Overview

Mr. Peanut was created in 1916 by a 14-year-old boy who submitted a drawing to a contest held by Planters to find a trademark for its peanuts. The boy won $5, and the little peanut person went on to become an icon worth thousands of dollars to collectors of Mr. Peanut memorabilia and millions of dollars to the Planters brand.

Italian immigrant Amedeo Obici went to the United States in 1889, at the age of 12, with almost no money and little English. By 1896, after holding a series of jobs,...

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