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Planters limited-edition jars mark 100 years of Mr. Peanut

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CHICAGO — Planters is marking the 100th birthday of its Mr. Peanut brand icon with a promotional campaign that includes limited-edition jars.

Planters Mr Peanut 100th Limited Edition JarsThe Kraft Heinz Co. brand said the limited-edition packaging for Planters Dry Roasted Peanuts will sport three million one-of-a-kind designs, showing a dancing Mr. Peanut amid festive, eye-catching fireworks in a multitude of colors and designs. No two jars look alike, the company said.

Mr. Peanut kicked off the birthday campaign on Wednesday by blowing out 100 candles on a cake in Manhattan’s Times Square.

Through September 15, consumers can enter for a chance to win an in-person or virtual celebration with Mr. Peanut and his 27-foot NUTmobile at an upcoming birthday party for themselves, a friend or family member. Fans can also send personalized birthday e-cards read aloud by Mr. Peanut.

In addition, Mr. Peanut and the Peanutters will visit fans nationwide to snap and share “SHELL-fies,” give away fun birthday swag and distribute peanut samples, Planters said. Fans can keep track of Mr. Peanut’s 100th birthday celebrations on Planters.com, MrPeanut100.com, Facebook (MrPeanut) or on Twitter (@MrPeanut) and share with the hashtag #MrPeanut100.

Mr. Peanut originated in 1916, when 14-year-old Suffolk, Va., resident Antonio Gentile won a Planters-sponsored sketch contest calling for a new brand icon. An advertising agency later added Mr. Peanut’s top hat, cane, monocle, white gloves and spats to give the character a sophisticated look.

“Mr. Peanut’s continued popularity is a testament to America’s love of Planters nuts,” stated Sean Marks, vice president 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.”


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