The Brief: In a Super Bowl commercial, Planters Peanuts announced the resurrection of their late mascot Mr. Peanut in the form of Baby Nut, inspiring an onslaught of memes and online reactions.

DEEP DIVE
#BabyNut memes are a direct result of the airing of a Super Bowl ad for Planters nuts. The ad takes place at Mr. Peanut’s funeral where a baby version of Mr. Peanut was born after the Kool-Aid Man’s tears fell on his grave. Mr. Clean also attended the funeral. The new top hat-wearing mascot for Planters is named “Baby Nut.”
Hello world, I’m happy to be back! I can’t believe everyone came together for little old me! #BabyNut pic.twitter.com/8DpCFjZzX3
— Baby Nut (@MrPeanut) February 3, 2020
If this all sounds bizarre, that’s because it is. From the death of Mr. Peanut to the phoenix-like birth of BabyNut, Planters seems to be playing with both the shock factor, silliness, and meme-ability of this series of fictional events. In the wake of BabyNut memes express mixed reactions at this marketing ploy and the introduction of a new Planters spokesnut.
Initial Reactions
Immediately after BabyNut made his debut, people have been sharing their reactions on social media.
I LOVE BABY NUT OMG from memes
everyone shut up and LOOK AT HIM. I think I love him more then literally anyone and anything ever. #babynut pic.twitter.com/246OWq4okZ
— sarah 🌟 18 (@dreamxboys) February 3, 2020
KILL IT KILL IT QUICKLY #babynut pic.twitter.com/m8afkexAwK
— Quinton Reviews [no santa hat]🎬 (@Q_Review) February 3, 2020
BabyNut vs. Baby Yoda
Planters appear to be riding on the popularity of baby versions of beloved characters like Baby Yoda, causing many to ask whether this world is big enough for both a Baby Yoda and a BabyNut.
Baby Yoda has some competition #BabyNut pic.twitter.com/GgMgaz0tKx
— Jackson Ammons (@OnAirJackson1) February 3, 2020
You vs the baby she tells you not to worry about #babynut pic.twitter.com/m9ZzhiaA4I
— Dayton 20-2 (@turn2hate) February 3, 2020
I need baby yoda and baby nut to literally murder each other. #babynut pic.twitter.com/I4szQmOdiW
— @mauro on byte (@mauro_txt) February 3, 2020
You only get to keep one. Who do you pick? #babynut #SuperBowl pic.twitter.com/jSykcoqDBP
— Tylt Sports (@tyltsports) February 3, 2020
“Can I copy your homework?”
“Yea just change it up a bit so it doesn’t look like you copied”
“Ok”#babynut #SuperBowl pic.twitter.com/RPZLx4XwWY
— goattfishh (@goattfishh) February 3, 2020
NSFW Double Entendre
People were not lost on the double entendre of nut, which in addition to referring to the food can also be a euphemism for ejaculation. Thus, to many, the phrase “BabyNut” is either a distasteful connection between babies and something dirty or a fun joke-making opportunity.
Whoever thought of the phrase #BabyNut should reconsider accepting their marketing degree. I feel dirty reading it. But dirtier writing it. pic.twitter.com/LfzPMdKMnu
— Nick Landis (@Lanipator) February 3, 2020
When you’ve gone three times today already but maybe just one more before bed. #BabyNut
— Larry Matovina (@larrymatovina) February 3, 2020
When she wants to go round 3 but you got nothing left…. #babynut pic.twitter.com/ChZxQHLdQ4
— Max (aka FluffyBunnies) (@mstedt) February 3, 2020
#babynut is not #BabyYoda & someone should rly tell them baby nut is a dangerous hashtag
— kelsey darragh (@kelseydarragh) February 3, 2020
Me seeing the baby peanut: awwww
Me as soon as they called it #babynut: pic.twitter.com/UlEfA6IaIZ— untitled goose girl (@sampolonsky) February 3, 2020
SpongeBob Dolphin Noises
When Baby Nut first spoke in the commercial, he uttered dolphin sounds instead of words. Many SpongeBob fans have made the connection to the show’s episode where SpongeBob says a “bad word” which is portrayed as dolphin noises.
Baby Mr. Peanut just said bad word No. 11 #BabyNut pic.twitter.com/UNAUnUHbyg
— Andrew Hodgson (@ahodgson92) February 3, 2020
#BabyNut Livestream
Mr. Peanut’s Twitter account, which has now changed its name to Baby Nut released a link to a baby monitor-style livestream in which fans can make suggestions about what Baby Nut “should do next.”
#BabyNut here, back and cuter than ever! Now what should I do next? Tell me in the replies and I’ll try to do them in real time! And yes… suggestions that are a little nutty are ok. https://t.co/UWFWzPURht
— Baby Nut (@MrPeanut) February 3, 2020
Sponsored Baby Nut Memes
Planters Baby Nut-themed marketing campaign includes a number of sponsored memes made by popular meme accounts, which were released shortly after the commercial aired. Fellow brand accounts including Kool-Aid’s have also been creating memes that riff off the Baby Nut buzz while adding their own twist.
This can’t be unseen:
OH YEAH! #MagicTears #BabyNut
⌌ ⏠
ᕕ( ❛,❛)ᕗ
/ ⌣ 💧
💧 ♥️
♥️ 💧
💧
🎩 ♥️
♥️ 🥜— Kool-Aid (@koolaid) February 3, 2020
More Baby Nut Memes
Baby Nut memes are rapidly spreading across social media platforms before the Super Bowl has even ended.
actual footage of me watching the halftime show #BabyNut pic.twitter.com/nFFq3s59MQ
— Baby Nut Baby (@BabyNutBaby) February 3, 2020