A year after Mr. Peanut’s death and rebirth as Baby Nut, the 105-year-old legume is officially back with a new purpose to pay it forward to put more substance into the world. Mr. Peanut will search out the everyday actions by people to make someone’s day brighter and the world a little better. Beginning this week, Mr. Peanut will use all $5 million of the Big Game budget, not on advertising but to recognize and reward little acts of extraordinary substance across the country.
From the Chicago couple who donated their cancelled wedding’s catering to those in need on Thanksgiving to the Florida man who paid his neighbors’ past-due utility bills, Mr. Peanut will champion unsung heroes doing good in communities across the country.
“Planters nuts pack way more substance than empty snacks like potato chips, so when we show up – including with a Big Game activation – it’s going to fill people up,” said Sanjiv Gajiwala, U.S. chief growth officer at Kraft Heinz. “This year, we’re walking the talk by launching the Planters ‘A Nut Above’ campaign, which celebrates making better choices in life and in snacking. In total, Mr. Peanut will give away $5 million this year to people who champion substantial actions – the everyday and the extraordinary – by doing good, even when no one is looking.”
“Throughout the year, we’ll be engaging and interacting with our fans in real time, listening to what inspires them and applauding the moments they care about,” said Gajiwala. “It’s just one more way we’re staying consumer-obsessed.”
Mr. Peanut’s first act will recognize the owners of Hook Hall in Washington, D.C. They went #ANutAbove and gave free meals and supplies to hospitality workers despite their own struggles to stay afloat. Mr. Peanut will give $130,000 to Hook Hall so it can keep its doors open and continue supporting out of work food and bar industry workers during the pandemic.
To pay it forward, Mr. Peanut will give away an additional $1 million to beloved, locally-owned bars across the country that are going above and beyond for their neighbors, ensuring they can remain fixtures of their own communities. For official rules, click here.
Fans can nominate their locally-owned bar on Twitter by sharing why it’s so important to the community and including #ANutAbove and #contest. Mr. Peanut will award $50,000 to 20 bars across the country in early March.
To follow along with Mr. Peanut’s journey this year to highlight and reward little acts of extraordinary substance, check him out on Twitter (@MrPeanut).