Planters 2023 Super Bowl Campaign “The Roast Of Mr. Peanut”

I’m not sweating, YOU’RE SWEATING. 😮‍💨🔥 Grab some peanuts and watch me get roasted by Jeff Ross, Natasha Leggero, Atsuko Okatsuka, Frank Castillo, Yamaneika Saunders, David Lucas, and Sarah Tiana. 🥲 Full roast drops 02.12.23 #TheRoastofMrPeanut #MadeToBeRoasted

The 2023 Planters Super Bowl LVII campaign, titled “The Roast of Mr. Peanut,” featured a comedy roast of the iconic brand mascot during the game’s commercial break.

The campaign centered around the idea of “roasting” Mr. Peanut, playing on the word’s double meaning (roasting peanuts and comedic roasting).

The ad featured according to Ad Age Roastmaster General Jeff Ross, along with Natasha Leggero, Frank Castillo, Atsuko Okatsuka, Yamaneika Saunders, David Lucas, and Sarah Tiana, delivering jokes at Mr. Peanut’s expense.

The main Super Bowl LVII ad was a 30-second spot.

Planters also released a full-length comedy special, “The Roast of Mr. Peanut,” available online at PlantersMadeToBeRoasted.com and streamed on Tubi, says SuperBowl-ads.com to showcase more jokes than could fit in the 30-second spot.

Fans were invited to participate by posting their own roasts of Mr. Peanut on social media platforms like Twitter, Facebook, Instagram, and TikTok for a chance to win $10,000.

The ad included a self-aware joke by Mr. Peanut referencing his “death” and rebirth as Baby Nut in the 2020 Super Bowl campaign, which had generated controversy and was paused after the death of Kobe Bryant.

The campaign was created by VaynerMedia.