• by Fern Siegel , January 24, 2023

Mr. Peanut is headed back to the Super Bowl after a three-year hiatus.

The 30-second spot, produced by global creative agency VaynerMedia, will air in the third quarter of the game.

Mr. Peanut’s enjoyed a rebirth as ’Baby Nut’ in 2020. The spot included the Kool-Aid Man and Mr. Clean, among others, mourning Mr. Peanut at his funeral. Suddenly, the earth cracked and a mini-me version appeared with the announcement: “I’m back.”

The Hormel Foods did not offer any details about the upcoming spot. But the company did say it will illustrate why Planters Dry Roasted Peanuts is an ideal snack.

“Mr. Peanut is a legume entertainer who loves the spotlight, but it’s not every day that he gets to appear in front of more than 200 million viewers. The Planters brand is excited to return to the Super Bowl to bring the laughs — and the peanuts — to the big game," Rafik Lawendy, head of marketing at Hormel Foods told Agency Daily."The fun will also extend in-store as we showcase the legend of all snacks, Planters Dry Roasted Peanuts, with bold packaging and visuals that celebrate each delicious variety, like Sweet & Spicy, our new rookie of the lineup.”

VaynerMedia, a creative and media agency, counts TikTok, Mint Mobile, wework, PepsiCo and UNICEF among its clients. Dealer group EchoPark Automotive selected it as integrated agency of record in August 2022.