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The news came by way of an ad, featuring Matt Walsh and Wesley Snipes, as they drove through a canyon and Mr. Peanut plunged to his explosive death after a single car accident in the nutmobile.

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 pic.twitter.com/VFnEFod4Zp

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

From Skippy and StarKist to Budweiser and Oscar Mayer, brands banded together on social media during the dark time that left many feeling like \"a shell of a human,\" as Shake Shack wrote.

Thanks for love, buds. This is all pretty heavy. https://t.co/UvAorqNMY0

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

Food-based vehicles till the end of time. Thank you, @OscarMayer 💛 https://t.co/LpweOUWRJz

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

We can't think of a butter tribute, thank you @Skippy. #RIPeanut https://t.co/JYA9HheyOp

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

While the shock of his death still stings, we appreciate the love 💛 https://t.co/6uI4OBY97R

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

Oh, yeah 😭... #RIPeanut pic.twitter.com/zdc0NCxQmN

— Kool-Aid (@koolaid) January 22, 2020

Bean recognizes bean. Thank you @Sabra, we'll get through this. https://t.co/nsd9g62A7Q

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

No, he's dead. Thank you for checking in though. https://t.co/uZNNHEMZXl

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

Who else is feeling like a shell of a human? #RIPeanut

— SHAKE SHACK (@shakeshack) January 22, 2020

There's nuttin' he loved more than spending a day at the track with his friends. https://t.co/fhlcwSXMcq

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

Gone too quik. https://t.co/Vv9ghCsCsT

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

Help us give a 21 dunk salute to our nutty and sweet friend #RIPeanut

⚫️
🥛 https://t.co/XdG0MoRUCr

— OREO Cookie (@Oreo) January 22, 2020

Our hearts are feeling the burn today from the loss of our favorite nut man mascot @MrPeanut. #RIPeanut

— TUMS (@TUMSOfficial) January 22, 2020

The responses from the brand on Twitter were filled with peanuts, puns and fond memories of the beloved snack spokesman.

Nestle Toll House said \"peanut butter cookies will never be the same,\" while Butterfinger tweeted out \"he was the crispety to our crunchety. #RIPeanut, old friend.\"

The relentless online chatter immediately skyrocketed the hashtag RIPeanut to the number one trend on Twitter Wednesday and the commercial is currently the number three trending video on YouTube.

AdWeek deputy editor Diana Pearl told ABC News that the brand's publicity got people talking well over a week in advance of the Super Bowl.

\"He's an icon and people love him because he's been around for 104 years,\" she said. \"So to see him die on the world's biggest stage, it being the Super Bowl, is huge.\"

Vaynermedia, the agency Panters used to create the ad, executed the stunt perfectly, experts said.

\"Brands like to do things to drum up attention. They like to get people talking, especially when you make as big of an investment as you make with a Super Bowl ad,\" Pearl explained. \"It's something that you want to capitalize on and keep people talking about it for much longer than just the 30 seconds in which the ad airs.\"

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