Planters is shelving Mr. Peanut during this year's Super Bowl, instead directing its game-day promotion spend toward an "acts of substance" campaign that spotlights individuals making a difference in their communities and supports their efforts with $5 million in donations. The shift entails "reorienting our marketing teams to focus on agility, to think about how we can generate more meaningful content that gets connected to our consumers in more creative ways," said Sanjiv Gajiwala, US chief growth officer at Kraft Heinz.