Planters's Slogans & Taglines

Planters is an American snack food company founded in 1906 by Italian immigrant Amedeo Obici in Wilkes-Barre, Pennsylvania. What began as a modest peanut roasting cart grew into a national institution when Obici partnered with Mario Peruzzi in 1908 to form the Planters Nut and Chocolate Company. The brand's defining moment came in 1916 when 14-year-old schoolboy Antonio Gentile won a design contest with the sketch that became Mr. Peanut—the dapper, monocle-wearing anthropomorphic peanut that would become one of advertising's most enduring icons. The company's early slogan, "The Nickel Lunch," helped elevate peanuts from confectionery to substantial food, while later campaigns like "Relax. Go Nuts." and "Naturally Remarkable" reflected evolving consumer tastes. In 1962, Planters introduced its groundbreaking Dry Roasted Peanuts, and in 2021, the brand was acquired by Hormel Foods Corporation for $3.35 billion. Today, with a portfolio spanning peanuts, cashews, almonds, pistachios, flavoured nuts, and peanut butter, Planters remains a symbol of American snack culture, immigrant entrepreneurial spirit, and the enduring belief that a simple handful of nuts can bring people together.