Planters brand celebrates 100th birthday with custom label

Planters, a Kraft Heinz Company brand, partnered with HP to create one-of-a-kind designs on Planters’ classic dry roasted Mr. Peanut jars, using HP SmartStream Mosaic technology. This limited edition packaging features a dancing Mr. Peanut amidst fireworks in a multitude of colors and designs.

Three million special edition Mr. Peanut labels were printed using HP Indigo digital presses on 50 micron PETg film. The one-of-a kind labels leveraged six base Mr. Peanut design files, which utilized two HP SmartStream Mosaic seed files each, ensuring that no two Mr. Peanut jars are identical.

‘Increased competition, multiple SKUs and consumers with high expectations are causing brands to reassess their product packaging to boost sales,’ said Doris Brown-McNally, worldwide strategic business and brand development at HP. ‘HP Indigo digital printing and HP SmartStream Mosaic technologies enable classic brands, like Planters, to reinvent their traditional packaging to drive maximum impact and create unique brand experiences for customers with minimal risk.’

These special edition jars are currently being sold at select U.S. stores.

‘Mr. Peanut’s continued popularity is a testament to America’s love of Planters nuts,’ said Sean Marks, vice president of marketing at Planters. ‘Mr. Peanut’s 100th birthday will pay homage to his lifetime of nutty achievements by making celebrations even more remarkable for fans this year.’

Mr. Peanut was created in 1916 when 14-year-old Suffolk, Virginia resident Antonio Gentile won a Planters-sponsored sketch contest calling for a new brand icon. An advertising agency on the brand later added Mr. Peanut’s top hat, cane, monocle, white gloves and spats. This mascot has it all—a national fan club of Peanut Pals and a plaque on the Madison Avenue Advertising Walk of Fame.