Nutmobile

The Planters Nutmobile at a Fred Meyer.

The Nutmobile (stylized as NUTmobile) is a series of brandmobiles shaped like a peanut, owned by Hormel Foods, which are used to promote and advertise Planters products in the United States. The first version was created in 1935. Drivers of the Nutmobile are known as "Peanutters". Nine "Peanutters" are selected to drive three Nutmobiles across the country in the given year. These brand representatives are typically recent college graduates with degrees in advertising, marketing, public relations, and communications.

During the year, "Peanutters" travel across the country giving out peanut samples, Mr. Peanut memorabilia, and other products from the Planters brand. The program is based in Austin, MN and "Peanutters" go through two weeks of 'Peanut Prep' where they learn about speaking on behalf of the Planters brand, Planters history, and learn to drive the vehicles. Mr. Peanut also accompanies the "Peanutters" and is present at each event they attend offering photos, autographs, and hugs to interested customers.[1]

The first Nutmobile in the current decade started in 2011 as a food truck. In 2014, two more Nutmobiles were created to the fleet to cover more of the United States. The current Nutmobile is a converted 2014 Isuzu.[2] In 2019, a brand new Nutmobile was created for the 2019 Planters Super Bowl commercial. The new Nutmobile replaced the old, 2011 Nutmobile on the national tour.[3]

The University of Illinois at Urbana-Champaign had a history of recruiting students with representatives in 2014–2015, 2016–2017, 2018–2019, and 2019–2020.[4][5][6]

In June 2025, Planters celebrated the program's 90th anniversary by unveiling a new, modernized NUTmobile model. The updated vehicle features a peanut-shaped door handle, a neon-lit selfie station, and a 360-degree exterior camera. Three new "Peanutters" were selected to pilot the new model on a year-long nationwide tour.[7]

See also

References

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  1. ^ "Our Story In A Nutshell". plantersnutmobile.com. Archived from the original on 8 February 2021. Retrieved 30 March 2020.
  2. ^ Ferguson, Mike (26 April 2018). "Coming out of their shells: Planters Nutmobile ambassadors spread cheer in Billings stop".
  3. ^ Steinberg, Brian (16 January 2019). "Mr. Peanut to Appear in His First Super Bowl Commercial". Variety. Retrieved 30 March 2020.
  4. ^ "What's with the giant nut?". The Daily Illini. 12 February 2020. Retrieved 30 March 2020.
  5. ^ "Cashew at the Planter's NUTmobile". The Daily Illini. 28 January 2015. Retrieved 30 March 2020.
  6. ^ Johnson, Ciera (24 January 2019). "University alum finds 'nutty' career". The Daily Illini. Retrieved 30 March 2020.
  7. ^ Valinsky, Jordan (27 June 2023). "Planters renames the Nutmobile to the 'Shell on Wheels'". CNN. Retrieved 29 December 2025.
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