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Baby Nut is the most recent Planters ad campaign. Screenshot/YouTube

Three Baby Nut meme accounts started by Planters were suspended by Twitter following reporting from Insider.

The accounts immediately began spreading memes about Baby Nut following its Super Bowl 2020 rollout.

Individuals or companies creating multiple accounts that perform the same purpose violates Twitter's policy on spam and platform manipulation.

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Twitter suspended three meme accounts launched by Planters to promote their re-incarnated Mr. Peanut mascot, dubbed Baby Nut.

Baby Nut was unveiled during an ad at the 2020 Super Bowl Sunday, following a campaign that centered around the death of Mr. Peanut.

The @MrPeanut account immediately began retweeting meme accounts that were centered around Baby Nut. The meme accounts replicated authentic accounts that frequently pop-up around major viral events, often started by fans or clout chasers, but the Baby Nut meme accounts were created before Baby Nut's launch, one as early as September 2019, suggesting that they were part of a coordinated promotion effort by Planters.

As Insider reported Sunday evening, the accounts could be in violation of Twitter's spam and platform manipulation policy, which forbids "coordinated activity, that attempts to artificially influence conversations through the use of multiple accounts, fake accounts, automation and/or scripting," and "operating multiple accounts with overlapping use cases, such as identical or similar personas or substantially similar content."

After flagging the accounts to Twitter and Planters parent company Kraft Heinz, Kraft Heinz responded Monday morning, noting that Twitter had suspended three meme accounts that they had created for violating Twitter rules.

"As we prepared to launch Baby Nut, we knew our fans would want as much content as they could get. After consulting with Twitter, we launched three meme-sharing accounts (BabyNutBaby, @BabyNutMemes and @BabyNutLOL) in a fashion we believed was compliant with its terms of service," Lynne Galia of Kraft Heinz told Insider. "After we went forward, Twitter ultimately decided these accounts were noncompliant. We respect that decision."

Twitter confirmed that the accounts were suspended for violating its spam policy.

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