Dive Brief:
- Kraft Heinz brand Planters revealed plans for its first-ever Super Bowl ad, which will star the brand's mascot Mr. Peanut showing how far he'll go to satisfy his "salty snack nut cravings during crunch time," according to details shared with Marketing Dive.
- The commercial for the 103-year-old brand was developed with VaynerMedia and will air during Pod 10 of the game's second quarter.
- Planters will "unshell" new elements of the campaign as the big game approaches, including naming a celebrity who will appear in the ad.
Dive Insight:
Planters is taking its iconic mascot Mr. Peanut to the Super Bowl for the first time, as the brand aims to tap into one of the biggest snacking days of the year, when people often host game-day watch parties. By announcing the campaign early and teasing a yet-to-be-named celebrity, Planters is hoping to drum up excitement for the commercial and drive sales ahead of the big game. In-game Super Bowl advertisers often see sustained benefits after the game, including sales boosts for months after the event.
The snack brand will likely boost brand awareness with its Super Bowl spot by featuring its iconic Mr. Peanut, which continues to resonate with consumers after more than a century. Planters' ad awareness reached a high for the year in the fourth quarter of 2018, according to a YouGov Plan & Track analysis. Purchase consideration also increased, with more than 30% of consumers saying they would purchase Planters.
Kraft Heinz moved the Planters ad account to McGarryBowen Chicago last year, and since, the brand has been beefing up its marketing strategy. The first-ever Super Bowl spot is an example of those efforts. Planters also recently partnered with craft brewer Noon Whistle Brewery on a limited-edition, peanut-flavored IPA, called Mr. IPA-Nut. Planters turned to social media to ask fans to help it come up with a new catchphrase to promote the special brew.
