Crackin’ Smiles for 90 Years

On a rainy January day in 2023, Tania Castro stepped out of her car to pick up a pizza in Las Vegas when something unexpected caught her eye — a giant peanut on wheels cruising down the street. The PLANTERS^® NUTmobile drove by, and with it, a life-changing opportunity arrived on the horizon.

“I never leave my office to get lunch, especially on a rainy day,” Tania recalls. “But something told me to go that day. When I saw the NUTmobile drive by, it was like divine timing. I thought, ‘This is my calling.’”

Back at her office she looked up the NUTmobile online and learned everything she could. Part mobile billboard, part cultural roadshow, the PLANTERS^® NUTmobile is a 26-foot-long peanut-shaped vehicle that tours the U.S. sharing the power of peanuts, distributing product samples and bringing joy to fans of all ages. The NUTmobile stops at parades, breweries, grocery stores, sporting events and spontaneous roadside gatherings — turning heads wherever it goes.

When I saw the NUTmobile drive by, it was like divine timing. I thought, ‘This is my calling.’
Tania Castro, former Peanutter

As she learned more, Tania decided to apply for what might be America’s most unique road trip job — becoming a “Peanutter,” one of three ambassadors who spend a year driving the iconic vehicle nationwide. With only three positions and nearly 1000 yearly applicants, the odds were long. Statistically speaking, getting into the driver’s seat of the NUTmobile is more competitive than getting into Harvard. After submitting a resume and a video and doing multiple rounds of interviews, she got the job. A few months later, Tania was behind the wheel of the NUTmobile, beginning a journey across 39 states.

48

States Cracked

200

+

Shell-ebrations a Year

160K

Nutty Connections

Made with Fans

From Salesman’s Car to Cultural Icon

The NUTmobile’s roots go back nearly a century. The first peanut car was built in 1935 for a PLANTERS^® salesman, setting in motion what would become one of the most recognizable promotional vehicles in advertising history.

The journey from that original peanut-shaped car to today’s NUTmobile reflects America’s evolving relationship with both automobiles and advertising. In 1999, the campaign accelerated with the introduction of the “MR. PEANUT^® Hot Rod,” a 25-foot peanut-shaped vehicle that traveled to more than 35 cities, promoting PLANTERS^® products at parades, festivals, retail outlets and NASCAR events after PLANTERS^® became the official snack brand of NASCAR.

One of the many viral moments in the NUTmobile, this Thanksgiving day parade dance move made waves online.

The NUTmobile has continually embraced innovation. In 2011, the PLANTERS^® brand unveiled a biodiesel NUTmobile, with rooftop solar panels and a wind turbine. By 2014, the NUTmobile was outfitted with GPS navigation systems and customized interiors. The 2018 update brought a refreshed look with large windows and a rooftop hatch designed for the MR. PEANUT^® mascot to poke out of when attending parades. In 2021, models were retired from full-time touring but repurposed for special projects like the “INN A NUTshell” bookable experience, where fans could stay overnight in a NUTmobile.

The Man, The Monocle The Legend

The NUTmobile wouldn’t be complete without its dapper mascot, MR. PEANUT^®, who, legend has it, lives full-time in the back of the NUTmobile. Born in 1916 when schoolboy Antonio Gentile won a sketch contest to create a brand mascot, the MR. PEANUT^® character has become one of advertising’s most enduring icons. A commercial artist later added his iconic accessories — top hat, monocle and cane — creating the refined legume we know today.

At 108 years old, MR. PEANUT^® remains a cultural touchstone that spans generations. “Everybody seems to have a personal connection with MR. PEANUT^®,” says Teagan Zelle, who drove the NUTmobile in 2022-2023 before becoming the program manager. “whether it’s because their family was obsessed with MR. PEANUT^®, or they found an antique of him in a local store. Of course, many fans bring up his unexpected death in a Big Game ad in 2020. Fortunately, he didn’t stay dead for long. The next year he was back on the road. He’s a hard nut to crack.”

The NUTmobile is just one example to demonstrate the willingness of the PLANTERS^® brand and Hormel Foods to experiment with their iconic mascot and engage with contemporary culture. This approach extends to the mascot’s latest adventure — a role in Netflix’s sci-fi film “The Electric State,” where he appears as a powerful but kindly figure in a robot world. Allowing their mascot to take on such a role showcases the company’s understanding that brands thrive when they’re willing to share the fun with fans and creators alike.

A Vehicle for Joy

At its core, the NUTmobile program is about creating moments of unexpected happiness. From parades to grocery store parking lots, Peanutters are on a mission to “surprise and delight” — a phrase that comes up often when they describe their work.

The day-to-day life of a Peanutter is anything but predictable. Some days are long drives between cities; others are filled with back-to-back events, retailer visits and impromptu community stops. Teams rotate responsibilities every two weeks — event planning, media outreach and social content creation — ensuring each member gains experience in different areas.

“Ultimately, my job throughout that year was truly just to spread smiles and make people happy,” Tania reflects. “I don’t think a day went by during that whole journey where somebody was not happy to see us.”

From small-town visits to big-city stops like the New York Stock Exchange tree lighting, the NUTmobile brings people together through shared joy, laughter, and a bit of nutty nostalgia. In an increasingly digital age, there’s something special about a 26-foot peanut on wheels showing up in your town — it’s a tangible, in-person experience that simply makes people smile.

Life on the Road and After

Living on the road for a year quickly transforms strangers into family. “It’s funny because you go from being complete strangers, and then around three to four months, you’re a little bit more comfortable. Around six months, you’re meeting each other’s family and friends. At that point, you’re like siblings,” says Tania. “And then towards the end, you’re like, ‘I’m going to talk to you for the rest of my life.’”

I’m talking to people every day, building relationships, and representing Hormel Foods — just like I did with the NUTmobile.
Tania Castro, territory manager at Hormel Foods

Many Peanutters stay in touch well after their year ends. Tania is now a bridesmaid in her NUTmobile teammate Katie’s wedding. Today, former Peanutters — or “Alumnuts” — stay connected through reunions and a national network. “We bonded so much from our experience on the road,” Tania said. “It’s a special kind of friendship — you’re out there together, learning and figuring things out every day.” The program also often acts as a launchpad for careers at Hormel Foods. Tania now works in foodservice sales and sees clear parallels: “I’m talking to people every day, building relationships, and representing Hormel Foods — just like I did with the NUTmobile.”

For most, it’s more than just a job — it’s the start of a lifelong community.