The most interesting thing Planters and Kraft Heinz ever did was kill him off. Peanut, obviously, never had any.Ī screenshot of Planters’ web page for Mr. Peanutbutter,” the BoJack Horseman character racked with hidden pathos. Peanut, I have consciously remind myself not to type “Mr. Peanut has none of the verve or raw appeal of the Kool-Aid Man dropping an “Oh yeah!” every once in a while. Peanut’s so-called demise is a waste of time: an excuse to drag your eyes away from your day job for 30 seconds before scrolling to something new. We crack dumb water-cooler jokes and write hacky tweets about him, sure, but Mr. The truth is much simpler: no one who isn’t employed to care about Mr. Peanut’s death.”Īll due respect to Hess and her team at Planters and Kraft Heinz, this is self-evidently marketing speak. We never could have imagined the love and support that has been pouring out after we shared the events causing Mr. “A considerable amount of blood, sweat and tears went into telling this story,” said Samantha Hess, the Planters brand manager at Kraft Heinz, in response to emailed questions about how her team dreamed up this campaign, “but the biggest challenge was preparing to say goodbye to the mascot Americans have known and loved for 104 years. ![]() You have to wonder how much time, effort and cold hard marketing cash Planters and Kraft Heinz sank euthanizing its ancient, monocled grandpeanut. Brands like Oscar Meyer, Chips Ahoy, and Snickers weighed in-all of them including Planters trying to capture some flavor of the virality popularized by Wendy’s snarky tweets from years ago or Oreo’s reaction to the 2013 Super Bowl’s technical difficulties. Peanut,” as well as hits on Instagram, Facebook, and more. ![]() More Twitter postings followed the initial tweet from an account named “The Estate of Mr. Now the campaign to “kill” this goofy legume is in a full-court social media press. ![]() SEE ALSO: New Report: Saudi Crown Prince MBS ‘Personally’ Hacked Jeff Bezos’ Phone Via WhatsApp
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