It’s appropriate that the Post acknowledges Mr. Peanut this February 23. After all, his national ad campaign was launched in our magazine exactly 100 years ago with the page below.
He was the product of a contest held by the Planter’s Nut and Chocolate Company. They offered a $5 prize for the best idea for a new trademark. The winning idea, created by a 14-year-old boy, was further developed by the company, which wanted to present Planter’s as a higher class of nut. So they added aristocratic touches to his minimal wardrobe: a top hat, spats, and monocle.
This article is featured in the January/February 2018 issue of The Saturday Evening Post. Subscribe to the magazine for more art, inspiring stories, fiction, humor, and features from our archives.