Planters, one of America's biggest snack brands, has temporarily halted campaign efforts across social media centered around its fictitious mascot's death in the wake of the helicopter crash that killed NBA Legend Kobe Bryant, his 13-year-old daughter, and seven others.
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However, snack icon Mr. Peanut, known around the world as the legume that sported a top hat, monocle and cane since 1914, will still be put to rest in front of millions tuning in during Football's big day come Sunday.
"We wanted you to know that we are saddened by this weekend’s news and Planters has paused campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy, a spokesperson told FOX Business Monday.
The announcement came less than 24-hours after news broke that a helicopter carrying Kobe, his 13-year-old daughter Gianna and seven others crashed on a steep hillside in the dense morning fog in Southern California. Kobe's sudden death at age 41 touched off an outpouring of grief for a star whose celebrity transcended basketball.
News of the charismatic superstar’s death rocketed around the sports and entertainment worlds, with many taking to Twitter to register their shock, disbelief and anguish.
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Planters' halting of the campaign will only impact paid advertising across social media channels such as Twitter and YouTube. But given that Super Bowl commercials cost upwards of $5.6 million for a 30-second spot, not to mention the cost of production, Planters will continue its plan to "pay off" on the original campaign.
"No change has been made to our plans for Super Bowl Sunday," a company spokesperson said.
Last week, Planters, owned by The Kraft Heinz Company, began vying for attention during one of the few major events that still sports a massive live audience by killing off its famed mascot in a 30-sec pregame spot.
Following the spot, the company amped up its social media presence with the hashtag #RIPeanut and encouraged shell-shocked fans to tune in to the legume's funeral in a follow-up 30-second spot that will air during the third quarter of the game.
The Associated Press contributed to this report.