Mr. Peanut, best known for his work as the Planters mascot, has died. He was 104.

The iconic brand ambassador died saving his dear friends Wesley Snipes and Matt Walsh in a freak accident. Watch the tragic events unfold below.

Mr. Peanuts’ funeral will be aired during the third quarter of Super Bowl LIV on Feb. 2.

“Mr. Peanut was more than just a friend — he was a hero. His passing has shook me to my core,” Walsh said in a statement. “I’ll do my best to honor his legacy and be there for my friends like he was always there for me even until our last wild ride together. I’ll pay my last respects during his funeral on Super Bowl Sunday. I encourage our entire nation to do the same.”

Entertainment Weekly reports that Mr. Peanut — full name Bartholomew Richard Fitzgerald-Smythe — was born in 1916, when schoolboy Antonio Gentile submitted his design for an anthropomorphic peanut mascot to a Planters contest. He served as the company’s symbol up until his death, going through many iterations over the intervening decades. In 2010, he was given a voice for the first time, that of erstwhile Iron Man Robert Downey Jr.

Many humans and foods alike took to Twitter to express their grief.