Consumers had been “roasting” Mr. Peanut in social comments for years, so when it came time to ideate Planter’s Super Bowl spot, we leaned into this insight. Hosted by The Roastmaster General Jeff Ross, along with other comedians, we created the first ever roast of a mascot. This allowed longtime Planters fans to connect with Mr. Peanut in a new way and for him to be discovered by an entirely new generation. The roast we created felt like a real comedy special and not a branded parody of a roast.

The thirty-second Super Bowl spot featured a QR code that allowed viewers to access a full ten-minute version of the roast. We then partnered with streaming platform Tubi to house the roast, marking the first time Tubi has ever included advertiser-created content as entertainment on their channel. Roast content garnered 53 million views across all platforms, and the campaign received 2.59 billion earned media impressions.