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Planters Killed Off Mr. Peanut And Twitter Is Bereft Waiting For His Nutty Resurrection

By Jodi Smith | Social Media | January 22, 2020 |

By Jodi Smith | Social Media | January 22, 2020 |


February 2 brings us a Chiefs and 49ers Super Bowl, which is wonderful because neither team is the Patriots. Of course, if you don’t give a damn about the football game you know that there will be a ridiculous glut of overpriced commercials presented for your viewing annoyance and/or pleasure. Possibly to justify the cost, some of the brands start pimping their commercials ahead of the big game.

Planters decided to kill off their 104-year-old mascot, Mr. Peanut, ahead of their ad featuring the funeral of the advertising icon.

“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.”

Previously, Mr. Peanut was on a road trip with Walsh, driving to the Super Bowl in the Peanutmobile. Then, today, there was an accident.

Snack brands and the ad savvy reacted to the heroic death in the most Twitter way imaginable.

All so very touching (and not), but will Mr. Peanut stay dead? Sure, the Peanutmobile exploded into fiery shards, but dude was 104 and used his cane to look pimp and not help him walk. Will the funeral take a turn, revealing Mr. Peanut stepping out of the shadows and into the crowd of mourners in his new form, Planters Mr. Peanut Butter (h/t Emily)? He is fire-roasted? Steeped in hot sauce? Or dead forever?

I suppose we’ll find out during the February 2 Super Bowl or when the commercial hits the internet a couple of hours before the big game.

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Jodi Smith is a Senior Reporter, Film & Television at Pajiba. You can email her or follow her on Twitter.

Header Image Source: Planters Twitter