the memes that broke the internet.
Reinvent a 100-year-old mascot to resonate with younger audiences and stand out on social during Super Bowl LIV, one of the most cluttered advertising environments of the year.
the Brief:
To thrive in meme culture, a brand can’t just participate. Legacy alone doesn’t earn attention, but legacy reimagined through the language of the internet does.
We saw an opportunity to rebirth Mr. Peanut not as an ad, but as a living meme, something cute, weird, and remixable enough to be claimed and spread by the internet.
the insight:
the opportunity:
Make Mr. Peanut’s rebirth impossible to ignore by engineering the entire meme campaign around social media virality, real-time conversation, and meme-optimized content.
Transform a legacy brand moment into an internet-scale cultural event.
the work:
We built upon the absurd: Mr. Peanut heroically dies, gets a Super Bowl funeral with mascots like Kool-Aid Man, whose tears spark a bizarre rebirth…enter Baby Nut.
Immediately post-game, we dropped a flurry of Baby Nut content: memes, GIFs, livestreams, custom emojis, and merchandise. We built momentum through trending hashtags like #RIPeanut and #BabyNut, encouraging user-generated content and keeping the conversation alive for weeks.
the impact:
Over 1 billion impressions generated
+132% growth in Twitter followers during campaign
+24K followers gained in a single day
Top 5 most talked-about Super Bowl campaign
Featured in Vanity Fair, Adweek, Thrillist, PRWeek, and more
