As we dutifully reported here at your news leader last week, the beloved spokes-cot for the Planters organization, Mr. Peanut had passed away. This loss of such a beloved corporate icon sent shockwaves through the country.

The company is taking the loss hard and, in a not at all piece of PR genius, they have put up on the Twitter account the announcement of its passing.

As it turns out the road to Super Bowl ”The Big Game” advertising glory is not exactly paved with dollars. Real-life has intervened. The tragic announcement this Sunday of the accidental death of basketball superstar Kobe Bryant has led the company to halt further activity with the campaign.

A few people managed to take offense with the fact that they witnessed some lingering spots on social media.

Now it may initially strike some as odd that a faux death scene for a nonexistent entity would be deemed to be regarded as insensitive. But once you consider that much of the social media activity surrounding the Mr. Peanut campaign involved people, and even other companies, lending ”condolences” it meant that these levity-filled tributes were colliding with the genuine sentiments being sent out regarding Bryant.

The company told Ad Week that in deference to the events with Kobe they were going to pause the campaign. The account is still up and active, but there has been no activity since the weekend.

Planters has paused all campaign activities, including paid media, and will evaluate next steps through a lens of sensitivity to those impacted by this tragedy,” said a spokesperson for the brand over email.

The planned Supe–…  ”Big Game” commercial spots will still run this Sunday. It has been reported that this will involve the funeral for Mr. Peanut.