Planters Brand Icon Mr. Peanut 'Shell-Ebrates' His 100th Birthday with Help from HP
CHICAGO — May 12, 2016 — It’s not every day that a talking peanut blows out 100 candles on a cake in Manhattan’s Times Square. Mr. Peanut made that image a reality. Planters rang in the centenarian birthday of Mr. Peanut, and kicked off a year-long celebration of the nuttiest brand icon in history. This was not Mr. Peanut’s first time in the heart of midtown—he graced a Times Square billboard in 1937 and has rolled through countless Macy’s Day Parade processions during the past century.
In a new collaboration, HP is helping Planters pay homage to its 100-year-old brand icon, Mr. Peanut, by transforming its classic Dry Roasted Mr. Peanut jar into three million one-of-a-kind designs, leveraging HP SmartStream Mosaic technology.
“Increased competition, multiple SKUs and consumers with high expectations are causing brands to reassess their product packaging to boost sales,” says Doris Brown-McNally, worldwide strategic business and brand development, HP. “HP Indigo digital printing and HP SmartStream Mosaic technologies enable classic brands, like Planters, to reinvent their traditional packaging to drive maximum impact and create unique brand experiences for customers with minimal risk.”
The special edition Mr. Peanut labels were printed using HP Indigo digital presses on 50-micron PETg film. The one-of-a kind labels leveraged six base Mr. Peanut design files, which utilized two HP SmartStream Mosaic seed files each, ensuring that no two Mr. Peanut jars are identical. These special edition jars are currently being sold at select stores during the Mr. Peanut 100th birthday celebration.
“Mr. Peanut’s continued popularity is a testament to America’s love of Planters nuts,” says Sean Marks, VP of marketing at Planters. “Mr. Peanut’s 100th birthday will pay homage to his lifetime of nutty achievements by making celebrations even more remarkable for fans this year.”
Planters and Mr. Peanut are inviting fans across the country to join in the birthday merriment:
- One-of-a-kind Birthday Jars: This May, Mr. Peanut brings his 100th birthday celebration to shelves by transforming his classic Dry Roasted Peanuts jar into three million one-of-a-kind designs. This limited edition packaging features a dancing Mr. Peanut amidst festive, eye-catching fireworks in a multitude of colors and designs. No two jars look alike!
- Planters 100th Birthday Sweepstakes: Now through Sept. 15, fans can enter for a chance to win an in-person or virtual celebration with Mr. Peanut and his 27-ft. NUTmobile, the smoothest peanut on wheels, at an upcoming birthday party for themselves, a friend or family member.
- Mr. Peanut Birthday Greetings: Fans can also help spread birthday cheer and best wishes to friends and family with a personalized birthday e-card read aloud by Mr. Peanut himself!
- Mr. Peanut Birthday NUTmobile Tour: Mr. Peanut and the Peanutters will visit fans from coast to coast to snap and share SHELL-fies, give away fun birthday swag and distribute delicious peanut samples.
Fans are encouraged to keep track of Mr. Peanut’s 100th birthday celebrations all year long on Planters.com, MrPeanut100.com, Facebook (MrPeanut) or on Twitter (@MrPeanut), and share with the hashtag #MrPeanut100.
Mr. Peanut was born when 14-year-old Suffolk, Va., resident Antonio Gentile won a Planters-sponsored sketch contest calling for a new brand icon in 1916. An advertising agency on the brand later added Mr. Peanut’s top hat, cane, monocle, white gloves and spats to give the legume a sophisticated look. This savvy spokes-nut has it all—a national fan club of Peanut Pals, a plaque on the Madison Avenue Advertising Walk of Fame, and endless style and wit. He will continue to delight nut fans nationwide in this milestone year for Planters.
About The Kraft Heinz Co.
The Kraft Heinz Company (NASDAQ: KHC) is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Weight Watchers Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of its people, our planet and its Company.