Planters Makes Its Super Bowl Comeback Featuring Mascot Mr. Peanut


For the first time in 11 years, Planters will be featured in the commercial lineup for the Super Bowl. The popular snack brand confirmed their place with their spokescharacter, Mr. Peanut, headlining the 30-second commercial this year.

Mr. Peanut, an anthropomorphic peanut clad in a monocle and top hat, has been the Planters spokescharacter for more than a century. Planters and parent company Kraft Heinz hope to ride the benefits of airing a Super Bowl ad, as many businesses experience a boost in sales for months following a successful commercial.

A variety of marketing campaigns are bringing Planters back into the spotlight. Though the brand is a staple on supermarket shelves and it's worked hard to improve its online presence, it's estimated that the value of on-site signage is equal to having 24 full-page ads in a newspaper each year.

It's the combination of strategies, like airing a Super Bowl commercial with their beloved mascot, that's truly going to make a difference for their image.

According to YouGov Plan and Track Analysis, Kraft Heinz has been steadily working on improving their marketing strategy over the course of the last year. With new ad account McGarryBowen Chicago paving the way, the company has seen an improvement on purchase consideration as well. It's estimated that nearly 30% of people would purchase planters in the fourth quarter of 2018.

Planters wants to continue to increase this brand awareness through the presence of a Super Bowl ad, featuring its century-old mascot. The company teased its upcoming commercial to drum up consumer interest by claiming an unnamed celebrity will make an appearance.

"The metrics, all the research tells us Mr. Peanut is just loved by everyone. He resonates well with our target,” says Planters executive Luke Cole.

“This is one of the biggest snacking days of the year [so] it makes perfect sense to be in the Super Bowl at that time and connect with our audience."

We'll just have to wait and see who is going to make a surprise appearance in this much-anticipated ad on Feb. 3.


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