Mr. Peanut doesn’t look like he’s dressed for a football game, what with the top hat, monocle, spats and white gloves. But this year the anthropomorphic peanut is going to the Super Bowl for the first time.
The Super Bowl is LIII, and Mr. Peanut is 103, so it’s about time they got together.
“The Super Bowl is the biggest snacking day of the year,” Luke Cole, director of marketing for Planters, tells USA TODAY Sports. “And Planters is the No. 1 snack brand. So it’s just kind of a perfect fit that makes a ton of sense for us.”
The 30-second spot will run in the 10th pod of the second quarter.
“The high-level storyline is essentially that Mr. Peanut and his Nutmobile go to great lengths to satisfying snacking needs when that kind of craving strikes,” Cole says. “Nuts are crave-able and they’re crunchy and they kind of fill you up and they’re healthy. The campaign is all about reminding you that he’s got your back in snacking — Mr. Peanut is there for you.”
The ad will star an as yet unnamed celebrity, according to the company. But wait, isn’t Mr. Peanut a celebrity in his own right?
“He’s definitely the top priority, yes,” Cole says.
Planters last ran an ad in the Super Bowl in 2008. That one focused on cashews and did not feature the well-dressed brand mascot. This time, Cole says, “the featured product is going to be our mixed nuts. Mr. Peanut is obviously a peanut, but the focus is on our entire portfolio of nuts.”
The tuxedoed goober may not be dressed for football, but that expression — an entire portfolio of nuts — accurately describes the fan base of each of the teams still vying for Super Bowl LIII.
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