Planters Does Unthinkable and Kills Off Their Mascot Mr. Peanut

The news broke today that Mr. Peanut, the 104-year-old “spokesnut” for Planters, is dead.

The iconic nut lost his life in a tragic accident. In a pre-Super Bowl commercial, Mr. Peanut is driving his NUTmobile along with actor/comedian Matt Walsh and action star Wesley Snipes when he is forced to swerve off the road. The heroic Mr. Peanut makes the ultimate sacrifice. With the three guys hanging on for dear life from a tree branch off of a cliff, he let's go as the branch is breaking, falling to his death and saving his two friends.

Of course, Mr. Peanuts’s death is all part of Planters' Super Bowl ad campaign. They will air a commercial during the third quarter of this year’s Super Bowl focused on celebrating the life of Mr. Peanut. Fans can also be part of celebrating Mr. P. through special promotions. Fans who find Mr. Peanut's Nutmobile leading up to and on game day will receive a pin celebrating his life. Fans can also honor the spokesnut by posting an image of a crying monocle and hashtagging their posts "RIPeanut."

Planters parent company released a statement saying, “It’s with heavy hearts that we confirm MR. PEANUT has passed away at 104 years old,” said Samantha Hess, PLANTERS Brand Manager at Kraft Heinz.“ He will be remembered as the legume who always brought people together for nutty adventures and a good time. We encourage fans to tune in to MR. PEANUT’s funeral during the third quarter of the Super Bowl to celebrate his life.”

Fans can find information and share their sorrows on Mr. Peanuts Twitter page. There's been no word on a replacement... but then again -- he is truly irreplaceable