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Video Report: Mr. Peanut speaks for the
first time in 94 years
East Hanover, N.J. - Nov. 8, 2010--
America’s leading snack nut brand, launches
a new marketing campaign that features Mr.
Peanut, the beloved icon, speaking for the
first time in 94 years in a series of
stop-motion animation commercials that bring
to life the “Naturally
Remarkable” world ofPlanters.
The first commercial appears on Mr. Peanut’s
Facebook page (www.facebook.com/mrpeanut)
on Tuesday, November 9, 2010 at 12:00 a.m.
plans for its “Naturally
Remarkable” world to come to
life through a collaboration with The Corps
Network to transform neglected land into
natural spaces, in select communities across
America. Ken Smith, the renowned landscape
architect, is being tapped to design the
spaces – with a whimsical touch befitting of
the brand and its iconic character.
Mr. Peanut will have a voice for the first
time since his creation in 1916 – and he has
a lot to say. The popular and witty
character will introduce people to the
nut-sized world ofPlantersto
honor what’s important in life – family and
friends; real, authentic experiences;
delicious, wholesome foods; and having fun.
“People love Mr. Peanut,” says Jason Levine,
senior director of marketing forPlanters.
“He has always had a rich personality, and
giving him a voice now allows people to
connect with him in an authentic and
Mr. Peanut will appear in an innovative
series of stop-motion animation commercials
that peek into his multi-dimensional world,
where people can experience his life, his
humor and his friends as never before. The
first commercial takes place during Mr.
Peanut’s annual holiday party, giving the
first glimpse into his personality and the
things he cares about.
BEING developed the creative approach for
the character with Smuggler and Laika House.
The spots are co-directed by director Ringan
Ledwidge and animation director Mark
Gustafson from Laika House.
to Life in Communities
While so much has changed in the world since
the founding ofPlantersin
1906, the inventive, down-to-earth mentality
and America – remains the same.
The Corps Network, the nation’s service and
conservation corps, will encourage Americans
to get their hands dirty, reconnect with the
earth and experience real growth in their
“We are very excited about working with
Planters,” said President and CEO, Sally
Prouty. “Our rich histories and commitment
to sustainability brought us together, and
it’s our mutual desire to make a difference
in our communities that drives us forward.”
The Corps Network enrolls more than 30,000
young men and women in service in addition
to mobilizing approximately 227,000
community volunteers annually.
America’s leading snack nut brand, has a
long history of pioneering industry firsts
and this inventiveness is delivered through
a diverse portfolio of nutritious and
offers a distinctive line of nut mixes that
focus on specific nutritional needs.PlantersFlavor
Grove almonds and pistachios are roasted
with real herbs and spices, delivering
Mix blends roasted nuts, delicious fruit,
and other wholesome ingredients to help fuel
an active lifestyle.
working with the National Peanut Board to
recognize peanut farmers who are
implementing sustainability practices and
making positive social changes in their
a founding member of the African Cashew
Initiative, which aims to increase the
cashew-related income of 150,000 cashew
farmers over the next four years.Plantershas
also conserved 5.6 million pounds in
packaging and shipping materials and its
Suffolk, VA roasting facility has achieved a
“zero waste to landfill” goal.
About Kraft Foods:Kraft
Foods is building a global snacks powerhouse
and an unrivaled portfolio of brands people
love. With annual revenues of approximately
$48 billion, the company is the world’s
second largest food company, making
delicious products for billions of consumers
in approximately 170 countries. The
portfolio includes 11 iconic brands with
revenues exceeding $1 billionOreo,NabiscoandLUbiscuits;MilkaandCadburychocolates;Tridentgum;JacobsandMaxwell
dinners and dressings; andOscar
Approximately 70 brands generate annual
revenues of more than $100 million. Kraft
NYSE: KFT) is a member of the Dow Jones
Industrial Average, Standard & Poor's 500,
Dow Jones Sustainability Index and Ethibel