Mr.Peanut speaks for the first time in 94 years

PLANTERS Launches New “Naturally Remarkable” Campaign

Today, Planters, 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 of Planters. The first commercial appears on Mr. Peanut’s Facebook page (www.facebook.com/mrpeanut) on Tuesday, November 9, 2010 at 12:00 a.m. EST.

Planters also 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.

“Naturally Remarkable” Campaign

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 of Planters to 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 for Planters. “He has always had a rich personality, and giving him a voice now allows people to connect with him in an authentic and entertaining way.“

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.

Bringing “Naturally Remarkable” to Life in Communities

While so much has changed in the world since the founding of Planters in 1906, the inventive, down-to-earth mentality that defines Planters – and America – remains the same.

In 2011, Planters and 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 community.

“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.

Stay tuned for future developments in the “Naturally Remarkable” campaign from Planters at www.planters.com and “Like” Mr. Peanut on Facebook at www.facebook.com/mrpeanut.