Kellogg’s is investing more than £6m in advertising for Crunchy Nut this year, 31 per cent of which will be spent digitally, as the brand reaches out to social influencers in its ‘Search for the Ultimate Crunchy Nutter’ competition.
The campaign, consisting of a digital competition and TV ads, represents a 183 per cent increase in the cereal company’s above-the-line investment in Crunchy Nut, compared to the previous year.
Today marks the launch of the digitally-led ‘Search for the Ultimate Crunchy Nutter’ competition, which challenges Crunchy Nut fans to eat a bowl of the cereal in a ‘troublesome place or at a troublesome time’, before sharing video evidence of the consequences with Kellogg’s though the hashtag #TastesTooGood.
The search will identify the biggest Crunchy Nut fan in the UK, with the aim of cementing Crunchy Nut’s position as the go-to cereal brand for taste.
The reach of the challenge will be heightened by a host of social influencers posting videos of their own entries – including comedians Cian Twomey (5.4m followers) and Dylan Evans (1.6m followers), football freestyler Jamie Knight and Radio 1 DJ Scott Mills.
Kellogg’s Search for the Ultimate Crunchy Nutter competition goes live on Facebook and Twitter from today, using a launch film directed by George Sawyer from Channel X.
Kellogg’s will develop reactive branded content based on the videos submitted by Crunchy Nut fans. The best entrants will then compete in a special game show, where one person is crowned the ‘Ultimate Crunchy Nutter’.