The Drum Awards for Marketing - Entry Deadline

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Client: Planters
Date: Jan 2019
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For the first time in his illustrious career, Mr Peanut will star in a Planters Super Bowl ad.

With the help of former Major League Baseball (MLB) star Alex Rodriguez, the anthropomorphic legume will be showing fans just how far he's willing to go to deliver crunchy, salty snacks.

The spot, created by VaynerMedia, will air during pod 10 of the second quarter of 3 February's big game.

Luke Cole, director of marketing, snacks and desserts at Kraft Heinz, said it was only fitting to air a Planters ad on one of the biggest snacking days of the year.

“It’s only natural Mr Peanut is there to show how he always has your back in snacking and in life, and he’s going all-out to show fans he’s got their backs, whether they’re baseball legends or passionate football fans," said Cole.

In a teaser for the Super Bowl spot, Mr Planters is playing a game of peanut-sized catch, lobbing snacks for Rodriguez to eat in mid-air. The teaser closes with the tag: "Game day's gonna get nutty."