Planters Death and Rebirth of Mr Peanut

Planters mascot Mr. Peanut is back as Baby Peanut in the land of the living after his death during the Super Bowl advertising campaign, Death and Rebirth. The mascot’s end occurred in a pre-game commercial, “Road Trip”. American actors Matt Walsh and Wesley Snipes are in the Nutmobile with Mr Peanut. When an armadillo crosses their path, Mr Peanut swerves. They’re thrown clear as the Nutmobile falls over the cliff edge. Hanging from a branch they know that one of them will have to let go if anyone is going to make it out alive. Mr Peanut makes the ultimate sacrifice. Fast forward to the Super Bowl commercial, and we’re at Mr Peanut’s graveside funeral. A teardrop from Kool-Aid Man falls on the grave along with a ray of sunshine and out comes a plant that produces BabyNut, the new incarnation of Mr Peanut. At first we’re given a few dolphin squeaks, before the voice of the new Baby Peanut comes through.

Planters Baby Peanut



Mr. Peanut’s official Twitter handle, @MrPeanut, was changed to “The Estate of Mr. Peanut” in the wake of his untimely demise. Following the airing of Sunday’s ad, the page was again rebranded as “Baby Nut.” In addition to mourning MR. PEANUT during his funeral, fans had several ways to celebrate his life. Fans who spotted the NUTmobile leading up to and on game day received a commemorative pin celebrating MR. PEANUT’s life. MR. PEANUT enthusiasts could show their family and friends how much the legume meant to them by sharing the black crying monocle and their favorite memory on social media using #RIPeanut. From January 24 – 27, fans could win commemorative packaging that takes inspiration from all the phases of MR. PEANUT and his classy style as it evolved through the years.

Planters Baby Peanut

“It’s with heavy hearts that we confirm MR. PEANUT has passed away at 104 years old,” said Samantha Hess, PLANTERS Brand Manager at Kraft Heinz. “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.”

“MR. PEANUT was more than just a friend – he was a hero. His passing has shook me to my core,” said Matt Walsh. “I’ll do my best to honor his legacy and be there for my friends like he was always there for me even until our last wild ride together. I’ll pay my last respects during his funeral on Super Bowl Sunday. I encourage our entire nation to do the same.”

“We started talking about how the internet treats when someone dies — specifically, we were thinking about fictional characters, [like when] Iron Man died [in Avengers: Endgame]. When Iron Man died, we saw an incredible reaction on Twitter and on social media,” Mike Pierantozzi, group creative director of VaynerMedia, said when explaining the decision to kill off Mr. Peanut. “It’s such a strange phenomenon. We did the unthinkable: we created a program and an idea where Mr. Peanut dies, and dies specifically sacrificing himself for his friends, which has always been a tenet of who he is and what he does — he always puts others first.”

Now fans can purchase their Baby Nut merchandise online at shopbabynut.com.

Planters Baby Peanut

Mr Peanut Death and Birth Credits

The Planters Death and Rebirth campaign was developed at VaynerMedia.

Filming was shot by director Dave Meyers via Radical Media.

Editor was Jon Grover at Cut + Run.

Visual effects for Road Trip were produced at Mathematic.

Music was Cutting Crew’s “(I Just) Died in Your Arms”.

Visual effects for Tribute were produced at Method Studios.