Twitter is suspending meme accounts from nut company Planters for violating its rules on spam and platform manipulation. In a statement to Insider, a spokesperson for Planters said Twitter found the accounts — known as BabyNutBaby, BabyNutMemes, and BabyNutLOL — did not comply with their policies.
In January, Planters announced that its mascot, Mr. Peanut, had “died” after he “sacrificed” himself to save his “friends.” (In an interview with CNBC, Planters’ ad agency VaynerMedia said it was inspired by the online reactions to the death of another fictional character, Iron Man.) During the Super Bowl yesterday, Planters continued its marketing stunt with the reveal of Baby Nut, a big-eyed nut in the vein of Baby Yoda with a top hat and its own merchandise line.
Planters temporarily halted its death-filled Super Bowl campaign out of respect for recently deceased basketball player Kobe Bryant before ultimately pushing ahead. It didn’t take long for Planters to try to start its own meme cycle with accounts on Twitter. Insider first reported that the official @MrPeanut account was retweeting accounts created before the public could have had any knowledge Baby Nut would soon come for us all.
Twitter’s rules do not allow accounts to “artificially amplify or suppress information or engage in behavior that manipulates or disrupts people’s experience on Twitter,” especially as it concerns commercially motivated spam and multiple accounts. RIP meme accounts — killed by Twitter, survived by Planters and its shame.