Mr. Peanut Speaks for the First Time in 94 Years

EAST HANOVER, N.J., Nov. 8, 2010 /PRNewswire/ -- 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.

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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.

About Planters: Planters, 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 delicious snacks. Planters NUT-rition offers a distinctive line of nut mixes that focus on specific nutritional needs. Planters Flavor Grove almonds and pistachios are roasted with real herbs and spices, delivering extraordinary flavor. Planters Trail Mix blends roasted nuts, delicious fruit, and other wholesome ingredients to help fuel an active lifestyle.

About Planters Sustainability: Planters is working with the National Peanut Board to recognize peanut farmers who are implementing sustainability practices and making positive social changes in their local communities. Planters is 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. Planters has 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 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

SOURCE Kraft Planters