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Mr. Peanut – An American Icon and The Rise of Baby Nut

Kraft Heinz

Issue 55 | July 2020

Background

For more than a century, PLANTERS has brought people together over nuts. MR. PEANUT was vital to that mission. For Super Bowl LIV, the challenge was to create a breakthrough program to get the world talking about Mr. Peanut, and drive brand love with existing and new fans. No idea was off the table – to win this key snacking moment, the challenge was to enter the cultural zeitgeist leading up to the Super Bowl in ways that had never been done before.

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