By Janet Morrissey - August 26, 2018

In June, Planters’ iconic Mr. Peanut popped up on social media to peddle a canister of Cheez Balls.

“How much would you give to try my Cheez Balls? No. Really. There’s a canister up on eBay,” read a mischievous tweet from the account of the top-hatted Mr. Peanut. The crispy snack was a favorite among some in the 1980s and ’90s before being discontinued about 12 years ago, and the tweet caused some commotion online. The canister wound up selling for more than $2,000.

“We got almost 1.5 billion impressions,” said Eduardo Luz, president of the United States grocery business at Kraft Heinz, which owns Planters Cheez Balls. “It’s a marketer’s dream.”

Ten days after the canister’s sale, the company announced that Cheez Balls would return for a limited time.

Planters is among a growing number of brands reintroducing products for new generations.

Read the full New York Times article, here.

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