Kraft Foods' Planters brand announces launch of NUT-rition Sustaining Energy Mix, featuring mix of honey-roasted peanuts, almonds and soy clusters; product available in honey nut, apple cinnamon and chocolate nut varieties

Nevin Barich

NORTHFIELD, Illinois , July 1, 2013 (press release) – Planters introduces Bill Hader as the voice of Mr. Peanut through an integrated campaign featuring new Planters NUT-rition™ Sustaining Energy Mix

Today, Planters, America's leading snack nut brand, announces that its beloved icon, Mr. Peanut, has a new voice. Emmy Award nominated actor and former "Saturday Night Live" star, Bill Hader, will lend his distinct voice to the beloved spokespeanut in a new series of digital radio advertisements and vignettes for the launch of the new Planters NUT-rition™ Sustaining Energy Mix.

"Bill Hader's voice, sense of humor and personality are perfectly in sync with Mr. Peanut's character and will help bring this iconic peanut's style, wit and charm to life," says Peter Cotter, Brand Manager for Planters. "Bill joins us in time to help introduce our newest product, Planters NUT-rition™ Sustaining Energy Mix."

To launch Planters NUT-rition™ Sustaining Energy Mix, a snack developed to provide wholesome fuel to energize your day, Planters created an integrated marketing campaign featuring Mr. Peanut offering motivational tips to consumers called "GO-tivations." These "GO-tivations" were created to give consumers the boost they need to get through the day, similar to the wholesome fuel in Planters NUT-rition™ Sustaining Energy Mix.

As a part of the integrated marketing campaign, Planters and BEING New York introduced www.INeedSomeEnergy.com, which includes GIFs, games and short vignettes of Mr. Peanut keeping fans energized and "GO-tivated" throughout the day. Mr. Peanut will also have his own blog on Tumblr at mrpeanut.tumblr.com where he will post GIFs and witticisms to give consumers a lift.

To provide consumers with additional "GO-tivation," Planters is creating "GO-tivational" playlists on Spotify and Pandora with personal DJ introductions by Mr. Peanut. Last month, the brand worked with Jimmy Kimmel Live! on a comedic integration touting their new product. Jimmy Kimmel Live! airs weeknights at 11:35 p.m./ 10:35 p.m. CT on ABC.

Planters NUT-rition™ Sustaining Energy Mix

Planters NUT-rition™ Sustaining Energy mix contains honey roasted peanuts, almonds and soy clusters – containing 10 grams protein in every pack. Available nationwide at most grocery and mass store chains, the mix comes in three delicious varieties including, Honey Nut, Apple Cinnamon and Chocolate Nut.

About Planters: Planters has a long history of pioneering industry firsts. This inventiveness is delivered through a diverse portfolio of nutritious and delicious plant-based snacks such as peanuts, cashews, almonds and other nuts. Planters NUT-rition offers a distinctive line of nut mixes that focus on specific nutritional needs. Planters Trail Mix blends roasted nuts, delicious fruit and other delicious ingredients to help fuel an active lifestyle.

About Kraft Foods Group: Kraft Foods Group, Inc. (KRFT) is one of North America's largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Philadelphia, Planters, Velveeta, Capri Sun, JELL-O and Lunchables. Kraft's 23,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor's 500 and the NASDAQ-100 indices. For more information, visit www.kraft.com and www.facebook.com/kraft.

About Bill Hader: Bill Hader will be reprising his role in Cloudy with a Chance of Meatballs 2, opening September 27 (Sony). He is also starring in The To Do List, which is out July 26, as well as Turbo, the Dreamworks Animation film out July 17.

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