Mr Peanut gives away rather than the SB

Kraft Heinz’ year-long circle-of-life campaign around Mr. Peanut culminates Monday with a new storyline and an announcement that Planters will take the roughly $5 million it would ordinarily spend on a Super Bowl ad slot and instead route that money to recognize people doing charitable acts. The brand is calling them “acts of substance,” a play on positioning the snack as a substantive alternative to options like potato chips.