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.
Rodriguez, who spent 22 years in the MLB and is the all-time leader in grand slams, said: “I’ve had a lot of experience coming through for my baseball teammates and my family in crunch time, but even I need help sometimes, too. That’s where my guy Mr Peanut comes in. He’s there for me when I need a crunchy snack and always has my back.”
Planters will unshell new developments leading up to the Super Bowl, and Mr Peanut will be around during the game to give away prizes during crunch-time moments.
Click the creative works box below to watch a teaser of the ad.