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Planters announces Super Bowl debut for Mr. Peanut (plus mystery celeb)

Snacks and the Super Bowl go hand in hand, so it makes sense that a venerable, 103-year-old brand like Planters would pony up $5+ million for 30 seconds of time in the Big Game. That’s exactly what they’ve done and it’s the first time in nearly a decade since the brand has made a Super Bowl appearance.

Also making an appearance will be the brand’s iconic legume, Mr. Peanut, who will make his Super Bowl debut alongside an as-yet-unnamed celebrity.

In the spot, Mr. Peanut will ride atop the brand’s “Nut-Mobile” (it’s like the Oscar Meyer Wienermobile, but it’s a peanut) to show how far he’ll go to satisfy his “salty snack nut cravings during crunch time.”

Wait — Mr. PEANUT craves peanuts? That’s not weird at all.