Peanut is Your New Friend on Facebook

A new marketing campaign features Mr. Peanut, the beloved icon, speaking for the first time in 94 years in a series of stop-motion animation commercials.

The first commercial appears on Mr. Peanut’s Facebook page ( on Tuesday, November 9, 2010 at 12:00 a.m. EST.

Planters, America’s leading snack nut brand, is launching the campaign.

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Today, marketers are increasingly trying to leverage Facebook to promote their brands. Take Captain Morgan campaign, for example. Fans can visit its Facebook page to upload photos or videos of their Pose along with the legendary stories behind them.

For every Pose uploaded, Captain Morgan will donate $1 to the First Mate Fund, which was created to benefit non-profit organizations who demonstrate their willingness to be a good “First Mate.” (Read: Captain Morgan Targets One Million Poses)

And to celebrate the 100-day countdown to the opening of the movie “Harry Potter and the Deathly Hallows Part 1,” Emma Watson who plays Hermione Granger had announced that 100 tickets for the World Premiere will be given away via a new app on the Harry Potter UK Page on Facebook. (Read: Harry Potter on Facebook with Emma Watson)

Along with Facebook, the rival social networking site Myspace is also getting its act together to attract more users. It has recently announced a new brand, website and a suite of products. (Read: Myspace Creates New Fun Space for Gen Y)

Planters also plans for its “Naturally Remarkable” world to come to life through a collaboration with The Corps Network to transform neglected land into natural spaces, in select communities across America.


Ken Smith, a landscape architect, is being tapped to design the spaces – with a whimsical touch befitting of the brand and its iconic character. The popular and witty character Mr. Peanut was created in 1916.

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“People love Mr. Peanut,” says Jason Levine, senior director of marketing for Planters. “He has always had a rich personality, and giving him a voice now allows people to connect with him in an authentic and entertaining way.”

Mr. Peanut will appear in a series of stop-motion animation commercials that peek into his multi-dimensional world, where people can experience his life, his humor and his friends. 

The first commercial takes place during Mr. Peanut’s annual holiday party, giving the first glimpse into his personality and the things he cares about.

The spots are co-directed by director Ringan Ledwidge and animation director Mark Gustafson from Laika House.

You can know more about the “Naturally Remarkable” campaign from Planters at

RMN News

Rakesh Raman