Planters' Baby Nut Sure Grew Up Fast. He's turned 21 Already!

So, it's time for a sweepstakes 'Shellebration'

It's nuts how fast kids grow up these days. And this baby's a real boomer!

The Super Bowl took place six months ago. But it feels like forever since Baby Nut sprouted during this Planters big-game commercial from VaynerMedia. Who could forget how the little legume rose from the earth after Kool-Aid Man's tears fell on Mr. Peanut's grave? (We had, frankly.) Mr. P. had perished in a Nutmobile crash during an earlier ad, sacrificing his life to save Wesley Snipes and Matt Walsh. (He was 104. He'd lived a full life.)

Anyway, "time moves fast in peanut years," according to Planters, and Baby Nut recently "hit a magical growth spurt," emerging as a 21-year-old wearing a baseball cap:

Planters | Peanut Jr. 21st Birthday - Bar Wisdom Part 1

Now, "Peanut Jr. wants to help others who missed out on parties these past few months and give them a birthday they'll always remember," Planters says. 

So, Vayner developed a contest. Three fans 21 or older can win $2,100 by describing their dream birthday gift in 10 words or fewer with tweets tagged #MakeMyBirthdayNuts and #Sweepstakes. The competition runs through Aug. 24.

The NutMobile, back from the shop and roasting on all cylinders after that little mishap that cost a giant monocoled mascot its life, will deliver $2,100 to each grand-prize winner.

"Whether they spend their birthday winnings on a personal-sized backyard pool, a bean bag chair, or a bunch of mixed nuts, it's sure to be a nutty celebration," Planters says. 

At one point in the press materials, they spell it "shellebration." Just thought you should know. 


Agency: VaynerMedia
Rob Lenois: Chief Creative Officer
Nick Miaritis: EVP
Aaron Kovan: Chief Production Officer
Mike Pierantozzi: Executive Creative Director
Vince Lim: Creative Director
Matt Herr: Creative Director
Chelsea Furlong: Associate Creative Director
Jes Vallee: Associate Creative Director
Jill Archibold: Art Director
Zach Schweikert: Copywriter
Lauren Dinsdale: Senior Agency Producer
Jaymie Lipman: Director of Business Affairs
Ryan Martin: VP, Group Account Director
David Argov: Account Director
Morgan Mills: Senior Account Executive
Cylla Senii: Project Manager

Post/ Animation: Silver Spoon
Dan Pack: Managing Director, Silver Spoon
Laura Herzing: Executive Producer, Silver Spoon
Alan Halls: Creative Director, Silver Spoon

Client: Kraft Heinz
Adam Butler: President, Beverages, Snacks and Desserts
Vikramjeet Singh: Head of Brand Build Marketing, Beverages, Snacks and Desserts
Rafik Lawendy: Marketing Director, Snacks and Desserts
Patrick Horbas: Associate Director Category Marketing
Alec Imaizumi: Senior Marketing Analyst

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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