"It's with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old," Samantha Hess, Planters brand manager at Kraft Heinz, said in a statement. From Friday, Jan. 24, through Jan. 27, people can also win packaging that showcases Mr. Peanut's transformation over the years since his birth in 1916. Then, during the third quarter of the game, the brand promises to "broadcast Mr. Peanut's funeral, so the world can mourn the loss of the beloved legume together."Mr. Peanut's social channels have been renamed with "The Estate of Mr. Peanut" with a graphic of a crying monocle, and his Twitter account asked users to "pay respects" with the hashtag, #RIPeanut. Other brands, including Skippy peanut butter, Budweiser, Syfy, Shake Shack and more, did just that. January 22, 2020 1:31 PM. January 22, 2020. Pierantozzi said other Kraft Heinz brands did know about the effort, but to his knowledge some of the other brands weighing in did so organically.“We did the unthinkable: we created a program and an idea where Mr. Peanut dies, and dies specifically sacrificing himself for his friends, which has always been a tenet of who he is and what he does — he always puts others first,” Pierantozzi said.It turns out killing off the iconic 104-year-old nut had to do with the phenomenon of how people mourn the deaths of fictional characters, such as Iron Man, according to a creative leader behind the campaign.This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut.He said there’s been positive feedback and an “outpouring of emotion” from onlookers.Pierantozzi said with Mr. Peanut the shop wondered, “What would happen and how would the world react if he passed away?” He said the idea surfaced last summer.Part of the buzz, Pierantozzi said, stems from the fact that Planters has built up Mr. Peanut so much, along with his “Nutmobile.”Pierantozzi said with such a serious subject, creatives have to toe a certain line and approach it with empathy.
We encourage fans to tune in to Mr. Peanut’s funeral during the third quarter of the Super Bowl to celebrate his life.”Mr. Mr. Peanut, obviously, never had any. We encourage fans to tune in to Mr. Peanut's funeral during the third quarter of the Super Bowl to celebrate his life."Data is a real-time snapshot *Data is delayed at least 15 minutes. Planters announced Wednesday on social media that its iconic mascot, Mr. Peanut, has died at age 104. It's a bit unfortunate that Planters decided to launch a campaign killing off their famous monocle-wearing mascot Mr. Peanut on the same day it was announced that Monty Python founder Terry Jones has died, but it's 2020, capitalism is crumbling, and nothing is surprising anymore, so here we are..