Planters Announces Super Bowl Roast of Mr. Peanut with Jeff Ross

You may remember when Mr. Peanut died and was reborn as 'Baby Nut' - well now the legendary legume is taking the hot seat and will be roasted by comedy greats in a national ad in the upcoming Super Bowl. Peanuts and comedy will unite during the game of games when Mr. Peanut is roasted by the legend of insult comedy, Jeff Ross - host and star of countless celebrity roasts.

In a teaser released today, created in collaboration with agency VaynerMedia, we see the baron of banter himself warming up for crunch time, trying out different punchlines and jabs as Mr. Peanut goes nuts with anticipation. Refusing to spoil the shocking verbal 'as-salt' that he is going to unleash on the recently re-born animated character, Jeff tells Mr. Peanut to "save it for the roast", before threatening to eat his entire family. The witty back and forth is just a taster for what's to come during the Super Bowl - hinted at in the teaser by post-its on Jeff's whiteboard, with insults like 'cheap', 'old' and 'no pants' written on them.

“When Mr. Peanut called and told me he wanted to be roasted, I almost dropped the phone because I thought he died two years ago," said Jeff. "Not only is he an American legend but he’s got me through some tough times personally, like when I was lonely at the bar or stuck in traffic… so honouring him the only way I know how seemed like a fun idea.“

It seems comedy roasts and game-day snacks have more in common than you think, for starters, some people get incredibly salty when participating in both - but hopefully Mr. Peanut is a good sport and doesn't crack during the Planters spot. “No one knows more about the art of roasting than the Planters brand, and there’s no legend more worthy of being roasted than Mr. Peanut,” said Rafik Lawendy, head of marketing at Planters. “We hope our fans will enjoy delicious peanuts and a good laugh on game day.”

In addition to Jeff and the comedy experts in the TV spot, fans at home are also invited to get involved and post their own roast of their favourite monocle-wearing snack legend. To join the fun, people can go to PlantersMadeToBeRoasted.com and follow Mr. Peanut on Facebook, TikTok, Twitter and Instagram.