Kraft Heinz nosh brand Planters is pausing paid advertising behind a campaign about the apparent death of its animated mascot, Mr. Peanut, after a helicopter topple Sunday killed nine people, including retired NBA superstar Kobe Bryant and his 13-year-old daughter Gianna.
“We craving you to know that we are saddened by this weekend’s news and Planters has paused all campaign activities, including paid ambience, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy,” a spokesman demanded in an email. The news of the pause was first reported by Ad Age.
The spokesman said that the pause impacts paid advertising on straits such as Twitter and YouTube and some other outreach. He said no change has been made to the company’s plans for Wonderful Bowl Sunday.
Planters last week released a cryptic tweet with a link to a video showing Mr. Peanut sacrificing himself to conserve actors Wesley Snipes and Matt Walsh by plunging to his death. The spot, done with VaynerMedia, will take the role before Super Bowl kickoff during the pregame show. Then, during the third quarter of the game, the proprietorship promises to “broadcast Mr. Peanut’s funeral, so the world can mourn the loss of the beloved legume together.”
Mr. Peanut’s social paths have been renamed with “The Estate of Mr. Peanut” with a graphic of a crying monocle, and his Twitter account solicit fromed users to “pay respects” with the hashtag, #RIPeanut.
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