{{ result.published_at | date: "%B %e, %Y" }}Some are bound to draw connections between Baby Nut and Marvel’s Baby Groot (the sapling offshoot of a tree-like humanoid character who died in "Guardians of the Galaxy") or between Baby Nut and the so-called Baby Yoda in “The Mandalorian.”Planters used its Super Bowl ad to give new life to its mascot, as a Baby Nut emerged from Mr. Peanut’s burial plot, morphing the funereal campaign into a celebration of new life.However the spot is received, the campaign helped Planters hit the reset button for a new chapter for the brand and the aging Mr. Peanut spokescharater. McDonald said that’s because on Twitter, there’s more opportunity to truly bring Baby Nut to life, to “play a lot with his personality and show more dimensionality around him.”The idea, according to Maya McDonald, head of social and digital across beverages, snacks and desserts at Kraft Heinz, is to create content that families can enjoy while in quarantine—much like the reading of children’s books that’s become popular on social media in recent weeks. The brand adjusted its social media approach in wake of Kobe Bryant's death but stuck with the funeral ad By Jessica Wohl. {{ result.published_at | date("%B %e, %Y") }}

“It is with heavy hearts that we confirm that Mr. Peanut has died at 104. A plant begins to grow and out pops Baby Nut, wearing a top hat and spats and chirping in a babble seemingly created to make people at Super Bowl parties turn toward the screen.“We set out this year to create the most talked-about Super Bowl ad of all time,” Hess said. “So we have a lot of different fun things on the horizon as he goes back to Mr. Peanut, but we’re definitely enjoying doing some fun things with Baby Nut right now, and you’ll see a lot more Baby Nut in the next few months.”How long will Baby Nut be with us? At present the 104-year-old Mr. Peanut appears on packs. Mr. Peanut of Planters Peanuts floats through the 90th Annual Macy's Thanksgiving Day Parade on Nov. 24, 2016, in New York City.

“It’s definitely been an interesting reality for production during Covid-19, but we felt like this was a way that we could execute it with an existing partner, and also create a larger content series around it as they look at different themes each week.”Upon his return to social media, Baby Nut issued a call to action, asking for children to send in Baby Nut stories that focus on themes that will help Baby Nut learn more about the world. )“This was a great way to bring this scrappy illustration to life, but use some other animation skills,” McDonald said. The service was led by Wesley Snipes who, along with actor Matt Walsh, was in the Nutmobile with Mr. Peanut before his death in a prior commercial called "Road Trip." “Just kidding, I’m back,” says Baby Nut. (And she wouldn’t say if we’ll see an Adolescent Nut or a Teenage Nut in the meantime. (Michael Loccisano/Getty Images)

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