{"id":19708,"date":"2021-02-01T21:05:00","date_gmt":"2021-02-02T02:05:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19708"},"modified":"2026-09-15T21:06:35","modified_gmt":"2026-09-16T01:06:35","slug":"mr-peanut-shells-out-millions-but-not-for-super-bowl-sunday","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/mr-peanut-shells-out-millions-but-not-for-super-bowl-sunday\/19708\/","title":{"rendered":"Mr. Peanut Shells Out Millions \u2014 But Not for Super Bowl Sunday"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2020, <a href=\"https:\/\/popicon.life\/ripeanut-mr-peanut-heroically-sacrifices-life-for-friends-before-super-bowl-liv\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mr. Peanut passed away<\/a> during Super Bowl LIV. He came back to life the same night as #BabyNut and turned 21 years old as <a href=\"https:\/\/popicon.life\/mr-peanut-peanut-jr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Peanut Jr.<\/a> that same year. Peanut Jr. received one more growth spurt during the holiday season as he aged into becoming 50-year-old <a href=\"https:\/\/popicon.life\/peanut-jr-bart-planters\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bart<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/02\/Mr.-Peanut-Super-Bowl.png\" alt=\"\" class=\"wp-image-12783\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">On January 29, 2021, Mr. Peanut hinted that the legendary legume might be back for an encore. He tweeted that he <a href=\"https:\/\/twitter.com\/MrPeanut\/status\/1355123533517619202\" target=\"_blank\" rel=\"noreferrer noopener\">found his monocle<\/a> and plans to see everyone soon. Oh, and he changed his name on Twitter back to Mr. Peanut.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/02\/Mr.-Peanut-Full-Body.png\" alt=\"\" class=\"wp-image-12782\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Does this mean Mr. Peanut is heading back to Super Bowl? How can a 104-year-old brand mascot ever upstage a year like 2020?<\/p>\n\n\n\n<h3 id=\"h-let-s-go-anutabove\" class=\"wp-block-heading\"><strong>Let\u2019s Go #ANutAbove!<\/strong><\/h3>\n\n\n<p><iframe loading=\"lazy\" title=\"Planters | A Nut Above\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/r4ruJyjrvuM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Super Bowl LV is February 7, but Mr. Peanut would rather not see Planters spend $5 million on a commercial where he <a href=\"https:\/\/twitter.com\/MrPeanut\/status\/1356263361546248194\" target=\"_blank\" rel=\"noreferrer noopener\">falls off a cliff<\/a> again. Mr. P has a new perspective on life. He\u2019s ready to spend the Game Day money on people that make the world a little less nutty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The #ANutAbove campaign is shelling out that Game Day $5 million to people across the United States. This money will champion those people that go above and beyond, with their extraordinary yet ordinary acts of kindness, in their communities.<\/p>\n\n\n\n<h3 id=\"h-how-can-you-participate\" class=\"wp-block-heading\"><strong>How Can You Participate?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When does #ANutAbove officially kick off? Mr. Peanut will officially begin <em>shellebrations<\/em> the week of the Super Bowl. His first donation will be Washington D.C.\u2019s own <a href=\"https:\/\/www.hookhall.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hook Hall<\/a> bar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hook Hall went #ANutAbove by giving free meals and supplies to hospitality workers during the COVID-19 pandemic, even as the bar struggled to stay financially afloat. Mr. P, and Planters, are paying it forward to Hook Hall with $130,000 to keep their bar open and continue supporting out-of-work food and bar industry workers. Additionally, $1 million will be given to locally owned bars around the United States that are going #ANutAbove for their neighbors and communities in this unprecedented time.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/02\/Planters-A-Nut-Above.jpg\" alt=\"\" class=\"wp-image-12784\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">I know what you\u2019re thinking \u2014 this is <em>way<\/em> better than a commercial! And I know what else you\u2019re thinking \u2014 I want to nominate my local bar!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to nominate your favorite locally owned bar that is going the distance? You can tweet <a href=\"https:\/\/twitter.com\/MrPeanut\" target=\"_blank\" rel=\"noreferrer noopener\">@MrPeanut<\/a> the name of the bar, its city and state, and why it\u2019s important to the community. Don\u2019t forget the hashtags #ANutAbove and #contest when tweeting! Mr. Peanut will be awarding $50,000 to 20 bars across the country in early March. Follow him on Twitter to find out who wins and cheers to this fantastic initiative from Planters and Mr. Peanut!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2020, Mr. Peanut passed away during Super Bowl LIV. <\/p>\n","protected":false},"author":26,"featured_media":19709,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mr. Peanut Shells Out Millions \u2014 But Not for Super Bowl Sunday | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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