Mr. Peanut Takes to the Airwaves to Show the “Power of the Peanut”

Planters Launches a Campaign to Highlight the Health Benefits of Peanuts with Voice of Actor Bill Hader


Thursday, August 15, 2013 9:00 am EDT



Peanuts are known to be a delicious snack, but not many know that the peanut is a strong and mighty legume, despite its size. Planters, America’s leading snack nut brand, is launching a campaign to remind people that peanuts – with seven grams of protein and six essential nutrients – are actually quite powerful.

In the integrated campaign, Mr. Peanut – voiced by Emmy Award nominated actor and former “Saturday Night Live” star Bill Hader – takes on the new role of a life coach who shares his affirmations with the masses to “harness the power of the peanut.” The three TV and four digital spots, which start airing this month, feature Mr. Peanut looking to inspire a motivational seminar audience where he reaffirms the nutritional benefits of peanuts and encourages them to “believe in its power.”

“Peanuts are even more nutritious than you might think. They are a nutrient- dense snack with seven grams of protein and six essential nutrients,” says Peter Cotter, Brand Manager for Planters. “Showcasing Mr. Peanut as a motivational speaker in this campaign creates a fun and entertaining platform that’s consistent with the Planters style, wit and charm while still communicating the wholesome benefits of peanuts.”

Planters also created a microsite – – that humorously depicts how the protein and nutrients from peanuts can help reshape every aspect of peoples’ lives: from their career to relationships to overall wellness. Launched on August 10, the site features “Success-timonials,” where people share their success stories of how they’ve used the power of the peanut – both personally and professionally. The campaign, created by BEING New York, will also include three print ads and online banners. To view the ads and the videos, visit

Planters Peanuts

A one-ounce serving of Planters Peanuts contains seven grams of protein and is a good source of six essential vitamins and minerals including Vitamin E, Phosphorous, Niacin, Magnesium and Manganese. Planters Peanuts is also a good source of dietary fiber, which helps support a healthy digestive system. Many Planters products are also a heart healthy snack and meet the FDA heart health claim(1).

About Planters

Planters has a long history of pioneering industry firsts. This inventiveness is delivered through a diverse portfolio of nutritious and delicious plant-based snacks such as peanuts, cashews, almonds and other nuts. Planters NUT-rition offers a distinctive line of nut mixes that focus on specific nutritional needs. Planters Trail Mix blends roasted nuts, delicious fruit and other delicious ingredients to help fuel an active lifestyle.

About Kraft Foods Group

Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include KraftMaxwell HouseOscar MayerPhiladelphiaPlantersVelveetaCapri SunJELL-O and Lunchables. Kraft’s 23,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit and

About Bill Hader

Bill Hader will be reprising his role in Cloudy with a Chance of Meatballs 2, opening September 27 ( Sony). He is currently starring in The To Do List and the Dreamworks Animation Turbo – both premiered in July 2013. Mr. Hader also appeared in Larry David’s feature, Clear History, opposite Michael Keaton, that debuted on HBO on August 10.


(1) Scientific evidence suggests (but does not prove) that eating 1.5 ounces per day of most nuts as part of a diet low in saturated fat and cholesterol and not resulting in increased caloric intake may reduce the risk of heart disease.



Kraft Foods
Lynne Galia, 847-646-4538
Jaclyn Printz, 212-704-4434


  Kraft Heinz

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