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Planters plots Mr Peanut’s nutty return to Super Bowl LVII


By Audrey Kemp | Junior reporter

January 20, 2023 | 3 min read

Protein lovers, rejoice: Planters has reported its beloved mascot, Mr Peanut, is ready to play in Super Bowl LVII’s ad lineup.

planter's peanut jars on a football field

Planters says its Super Bowl LVII add will show a "lighter side" of Mr. Peanut / Credit: Hormel Foods

Hormel Foods’ peanut purveyor Planters has announced it is headed to Super Bowl LVII with a national in-game ad featuring the iconic Mr Peanut.

The 30-second spot, produced by global creative agency VaynerMedia, will air in the third quarter of the game. It also marks Mr Peanut’s first return to the big game since his dramatic death and rebirth as ’Baby Nut’ in 2020. For all Super Bowl LVII ad coverage, check out The Drum’s ongoing scoreboard here.

Although few details about the new spot have been revealed at this point, the brand says it will show a lighter side of the company’s beloved, protein-rich mascot, while also demonstrating what makes Planters Dry Roasted Peanuts the ultimate game-day snack.

“There’s no bigger night to gather around the nut bowl than the big game,“ said Rafik Lawendy, head of marketing at Hormel Foods, in a statement. “Over the years, the Planters brand has built a reputation for its showstopping commercials and this year will be no different. We’re excited to give Mr Peanut an opportunity to show his comedic side to a national audience – prepare to be entertained.”

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