The Death of Mr. Peanut
Mr. Peanut was an iconic fixture in brand mascot stardom, and when Planters asked us to get 7 billion impressions for Super Bowl 2020, we knew there was only one way to do it. Kill him.
With the world wondering what would happen at his funeral on Super Bowl Sunday, we clearly had only one option. Resurrect him…cuter than ever.
And if you’re dialed into pop culture…you heard about this.
Press
CNN Vox EW AdAge Buzzfeed
Adweek Vanity Fair Time Today
I helped launch the spot and run a baby nut meme account (working with Twitter to garner even more press). We also worked with several popular meme account influencers and live-streamed Baby Nut’s nursery room. All of this resulted in over 11 billion impressions.