Mr. Peanut Returns in the ‘Irresistibly Planters’ Campaign

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The campaign was developed by Leo Burnett, an advertising agency based in Chicago

Additional social and digital ads for the campaign will debut in January.

Mr. Peanut is making a comeback with the “Irresistibly Planters” campaign, which debuted on TV Monday, Dec. 26.

This campaign emphasizes the taste of the brand’s products rather than its health and wellness benefits, Adweek reported.

The campaign’s shift in perspective on the brand "has the potential to win with our consumers when they're looking for a quick salty fix they can feel good about," Camille Vareille, head of brand building at Planters parent Kraft Heinz, told Adweek.

In one ad in the campaign, Mr. Peanut tests the “craveability” of Planters products on “Richard the Nutcracker,” who was last seen in an ad trying to eat Mr. Peanut at the Planters holiday party. Richard can be seen under heavy surveillance in a glass chamber testing Planters’ “fresh roasted flavor.”

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To create the campaign, Planters had to tap into a 40-person stop-motion team from House Special, a production firm. It took around 10,000 hours in the span of more than two months to create and shoot the commercials.