{"id":19876,"date":"2019-12-05T15:41:00","date_gmt":"2019-12-05T20:41:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19876"},"modified":"2026-09-17T15:44:12","modified_gmt":"2026-09-17T19:44:12","slug":"how-richard-the-nutcracker-became-mr-peanuts-rival","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-richard-the-nutcracker-became-mr-peanuts-rival\/19876\/","title":{"rendered":"How Richard the Nutcracker Became Mr. Peanut\u2019s Rival"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2010, Mr. Peanut threw a holiday party for Planters.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/mr_peanut_2.jpg\" alt=\"\" class=\"wp-image-11201\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It was a memorable soir\u00e9e for several reasons. Mr. Peanut, the iconic Planters legume, was <a href=\"https:\/\/www.nytimes.com\/2010\/11\/08\/business\/media\/08adco.html\" target=\"_blank\" rel=\"noreferrer noopener\">debuting a new look<\/a> \u2014 and his first-ever speaking voice. The \u201cNaturally Remarkable\u201d ad campaign from TBWA Worldwide spin-off Being evoked a return to Mr. Peanut\u2019s roots. He traded his signature yellow coloring for a rustic brown that tied in with his earliest designs from 1916. Mr. Peanut, already dapper in dress, became even more fashionable in a flannel suit with spats, a monocle, a top hat, cane, and gloves. Initially voiced by actor Robert Downey Jr. (actor Bill Hader is the current voice of Mr. Peanut), the \u201cnew\u201d Mr. Peanut showcased the brand mascot as a refined class act.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Serving delicious snacks and making the hosting rounds, <a href=\"https:\/\/www.advertisingweek360.com\/design-evolution-mr-peanut\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bartholomew Richard Fitzgerald-Smythe<\/a> (Mr. Peanut\u2019s full name) proved to be the life of the party.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"PLANTERS Holiday Party\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/QS_buuTZbXM?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\">That is, until Richard the Nutcracker showed up.<\/p>\n\n\n\n<h3 id=\"h-a-nutty-rivalry-begins\" class=\"wp-block-heading\"><strong>A Nutty Rivalry Begins<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/richard_nutcracker.jpg\" alt=\"\" class=\"wp-image-11213\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Was Richard actually on the guest list? It\u2019s implied that the character invited himself to Mr. Peanut\u2019s f\u00eat\u00e9. However, Mr. P still acts as a gracious host despite the pair\u2019s\u2026 issues.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/richard_2.jpg\" alt=\"\" class=\"wp-image-11208\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Notice the bandage on Mr. Peanut\u2019s head? It\u2019s all that\u2019s holding the legume together after Richard nearly cracked him up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While Richard does apologize for his behavior, Mr. Peanut settles the score in his own way. He sticks his cane between Richard\u2019s teeth to keep himself, and other Planters nuts in attendance, from cracking during the party.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HouseSpecial, formerly LAIKA\/house, animated this <a href=\"http:\/\/www.housespecial.com\/planterswork\" target=\"_blank\" rel=\"noreferrer noopener\">Planters holiday party commercial<\/a>. The animation is done completely in stop motion, frame by frame, with meticulously crafted puppets. Animation director Mark Gustafson, director Ringan Ledwidge, and HouseSpecial\u2019s artists created \u201can entire world\u201d for Mr. Peanut and his sophisticated friends. The space Mr. Peanut hosts this party in, for example, is actually part of Mr. Peanut\u2019s peanut plant.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/richard_6.jpg\" alt=\"\" class=\"wp-image-11212\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike Mr. Peanut\u2019s fully-rounded personality, Richard the Nutcracker is a one-dimensional nemesis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe Nutcracker has a one-track mind,\u201d Ledwidge said, \u201cHe basically just wants to crack nuts.\u201d<\/p>\n\n\n\n<h3 id=\"h-richard-the-nutcracker-returns\" class=\"wp-block-heading\"><strong>Richard the Nutcracker Returns!<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/planters_4.jpg\" alt=\"\" class=\"wp-image-11206\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Six years later, a new campaign from Leo Burnett Chicago debuted for Planters. \u201cIrresistibly Planters\u201d gave viewers a glimpse into the Planters factory, and marked the return of Richard the Nutcracker.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember, he\u2019s got a one-track mind. Nothing will keep him away from his snack cravings, even though he doesn\u2019t realize Mr. Peanut oversees the factory\u2019s operations.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/richard_4.jpg\" alt=\"\" class=\"wp-image-11210\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Before you know it, Richard is sealed into a glass box with roasted nuts barely within reach.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/richard_5.jpg\" alt=\"\" class=\"wp-image-11211\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It sounds a little bit of a punishment, but Richard is actually acting as a \u201ccravability expert.\u201d If he approves Planters\u2019 nuts, then consumers will want them too.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/planters_illustration.jpg\" alt=\"\" class=\"wp-image-11207\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Who could stay away from such a fantastic factory? Mr. Peanut\u2019s factory, another HouseSpecial creation, is total eye candy. Drawings for the factory were originally completed by hand.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/planters_3.jpg\" alt=\"\" class=\"wp-image-11205\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Then, dedicated makers brought the factory to life step by step. According to Gustafson, creating the factory takes two months and 10,000 hours from start to finish.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/planters.jpg\" alt=\"\" class=\"wp-image-11203\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThen, we have something really nice.\u201d Gustafson says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I think he\u2019s being modest. You have an entire world filled to the brim with Mr. Peanut\u2019s vision. He <em>pecan<\/em> do anything he puts his mind to, after all.<\/p>\n\n\n\n<h3 id=\"h-mr-peanut-challenges-richard-the-nutcracker\" class=\"wp-block-heading\"><strong>Mr. Peanut Challenges Richard the Nutcracker<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nearly 10 years later, and Mr. Peanut is <em>still <\/em>going through a long-suffering rivalry with Richard the Nutcracker. However, in 2019 Mr. P is ready to challenge Richard.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/12\/mr_peanut_challenge.jpg\" alt=\"\" class=\"wp-image-11202\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Mr. Peanut is asking fans to pick sides. If they\u2019re loyal to the legume, they will part with their own nutcrackers in exchange for tasty Planters for everyone to enjoy. From now until December 19th, three NUTmobiles will roam the United States. They\u2019ll trade your nutcracker for snacks \u2014 and have some freebie Planters peanuts on hand, too. Check to see where the next NUTmobile is in your area with the <a href=\"https:\/\/khcmobiletour.com\/nutmobile\" target=\"_blank\" rel=\"noreferrer noopener\">NUTmobile Tracker<\/a>, and keep an eye out for Mr. P! He\u2019ll be showing up in cities including Dallas, Detroit, Los Angeles, Minneapolis, and Chicago.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What will happen to the nutcrackers and with the duo\u2019s rivalry? Follow Mr. Peanut on <a href=\"https:\/\/twitter.com\/mrpeanut\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter<\/a> to find out!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor In 2010, Mr. Peanut threw a holiday party for Planters. It was a memorable soir\u00e9e for several reasons. Mr. Peanut, the iconic Planters legume, was debuting a [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19879,"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-19876","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>How Richard the Nutcracker Became Mr. Peanut\u2019s Rival | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-richard-the-nutcracker-became-mr-peanuts-rival\/19876\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Richard the Nutcracker Became Mr. Peanut\u2019s Rival\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor In 2010, Mr. Peanut threw a holiday party for Planters. 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