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Mr. Peanut's "death" results in massive 24,000 follower gain on Twitter for Planters

1 month ago by Jared Russo in People

They killed him! They butchered my boy! Mr. Peanut dead, and he's never coming back! And it's working for the brand: Mr. Peanut's death has resulted in a massive Twitter following gain of 24,000, or 45%, for the @MrPeanut Twitter account.

The people here at Thinknum are inconsolable, we'll never be the same without our peanut mascot. Mr. Peanut was an American icon, a national treasure. And while he may have been a monocled peanut-man (was he a man?) with an estimated age of over 100, he brought joy and laughter to our lives. They said "eat the rich", but not like this. Not like this.

Mr. Peanut's death will not be in vain, we can assure you of that. His funeral during the third quarter of the Super Bowl will surely feature such compatriots as the Jolly Green Giant, Colonel Sanders, Uncle Ben, Mrs. Buttersworth, Toucan Sam, the Trix rabbit, Count Chocula, Tony the Tiger, Chester the Cheetah, the Kibbler Elves, the Lucky Charms Leprechaun, and the Cheerios Bee. 

Mr. Peanut's death has resulted in a massive Twitter following gain of 24,000, or 45%, for the @MrPeanut Twitter account.

The outpouring of love for the fallen brand had a huge spike on the day of the announcement. The people of this great nation didn't follow Planters, or Kraft Heinz ($NASDAQ:KHC), but Mr. Peanut specifically. A 45% jump in followers in one day is phenomenal for this marketing campaign. Kraft Heinz should be happy that public mourning led to more user engagement. Mr. Peanut's marketing and advertising agency, Vayner Media ($VAYNERMEDIA), will likely be clinking champagne glasses over the mascot's death this weekend as well.

Speaking of Vayner Media and the upcoming Super Bowl commercial, this stunt may just be that: a stunt. But this could also be the end of Mr. Peanut. Either way, the brand and its agency have a lot of new Twitter followers at their disposal.

Famous philosopher and poet laureate Biggie Smalls once said: "you're nobody ’till someone kills you.”

Truer words have never been spoken.

RIP Mr. Peanut 1916-2020

You were so young.

About the Data:

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales, and app ratings - and creates data sets that measure factors like hiring, revenue, and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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Jared Russo

Jared is an editor for Thinknum, and has been writing for more than a decade. He previously worked at AOL, Vice, Google, Dotdash, and Sirius XM.

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