On January 22nd, it was announced that Mr. Peanut, the beloved mascot of the Planters Peanut Company, had died. The company released the sad news via their official Twitter account. Planters tweeted: “It is with heavy hearts that we confirm that Mr. Peanut has died at 104. In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most. Please pay your respects with #RIPeanut.”

The passing of Mr. Peanut was mourned by nut lovers everywhere. Even Mr. Clean paid his respects. “Always classy, always crunchy, always cleaned up nicely. We’ll miss him! #RIPeanut,” tweeted the bald dirt buster.

According to Vulture, the original Planters campaign included two ads, one depicting Mr. Peanut’s death and the other his funeral. The first ad aired on January 21. In it, Mr. Peanut swerves to miss an armadillo, but the Nutmobile veers off a cliff, throwing Mr. Peanut, Wesley Snipes, and Matt Walsh over the edge. They grab on to a branch, but Mr. Peanut realizes it’s not strong enough to hold all three of them. In a last honey-roasted effort to save his friends, Mr. Peanut lets go of the branch and plummets to his nutty death. This ad, however, was suspended out of respect for the tragic death of Kobe Bryant.

The second ad, which aired during the Super Bowl, features Mr. Peanut’s funeral attended by Snipes, Walsh, and other friends like Mr. Clean and the Kool-Aid Man. When Kool-Aid Man’s tears fall on the grave, a plant sprouts and brings Mr. Peanut back to us as Baby Nut!