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$5M Super Bowl Ad Budget For Mr. Peanut Diverted To “Pay It Forward” Campaign

February 1, 2021: 12:00 AM EST
The Kraft Heinz Company’s snack brand Mr. Peanut – recently dubbed Baby Nut – has launched a promotional campaign that implements “a new purpose to pay it forward to put more substance into the world” and “search out the good.” The company says it will spend its $5 million Big Game (i.e., Super Bowl) ad budget not on advertising but to recognize and reward “the little acts of extraordinary substance across the country.” According to Kraft Heinz, the Mr. Peanut is “officially back with a new purpose to pay it forward to put more substance into the world.” Examples: a Chicago couple who donated their canceled wedding's catering to those in need on Thanksgiving and a Florida man who paid his neighbors' past-due utility bills.
"Mr. Peanut Shelling out $5 Million to Reward Little Acts of Extraordinary Substance Starting Big Game Week", Business Wire, February 01, 2021, © Business Wire, Inc.
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