Why Planters Decided to Kill Off—and Resurrect—Mr. Peanut at the Super Bowl

How did #BabyNut pay off for the snack brand?

Mr. Peanut was an undisputed star of this year’s Super Bowl, reemerging after he met his end in Planters’ pregame spot that saw the iconic legume meet his end after the explosion of his famed nutmobile, following an accident that saw him swerve it off a cliff.