Mr.
Peanut - The sophisticated image of Mr. Peanut with his top hat,
monocle (over his right eye), spats, white gloves and cane was the result of a
contest held in 1916 by the Planter's Nut & Chocolate Company of Sulfolk,
Virginia (originally located in Wilkes-Barre,
Pennsylvania).
The company hoped to find just the right
image to use as a trademark to promote their
salted Virginia peanut products. The contest
winner was a 14-year-old schoolboy named Antonio
Gentile. Planters awarded the teenager a grand
prize of $5. His design, a crude peanut person
with arms and crossed legs dubbed "Mr. Peanut,"
became the permanent trademark of Planters
Peanuts. After, of course, a professional
graphic artist added a top hat, monocle, white
gloves and cane to Gentile's original concept.
Founded in 1906 (incorporated in 1908), the Planter's Company began in 1896
as a small fruit stand business created by an Italian immigrant named Amedeo
Obici (born in 1876 in the small town of Oderzo near Venice, Italy). Here are
some events in the company history:
In 1918, Planters first advertised in the Saturday Evening Post.
In 1942, the Mr. Peanuts billboard first appeared in New York's Time
Square (returned in 1999).
The first TV commercials with the debonair Mr. Peanut were seen in the
1950s.
In 1961, Standard Brands purchased Planters Peanut and Chocolate Company
(Nabisco merged with Standard Brand in 1981).
In 1962, Planters introduced Dry Roast Peanuts (1985 for Honey Roasted).
In 1997, Mr. Peanut appeared in the Macy's Thanksgiving Day Parade.
In 1999, Mr. Peanut became the "official snack" of NASCAR.
Currently, Planters Peanuts is a subsidiary of Kraft Foods North America,
Inc. in Glenview, IL 60025. The company's campaign in recent years has been
handled by the Benton & Bowles Advertising Agency.
