Following its full launch into the UK grocery and convenience channel in July 2016, Planters, the number one nut brand in the US (Packaged Nuts and Seeds Data USA 52 WE 01/02/2016), is set to air its first ever UK multi media campaign.
Designed to communicate the brand’s personality and showcase its complete product portfolio, the campaign will be the UK debut for brand ambassador, Mr Peanut, already an established figure in the US who recently celebrated his 100th birthday.
Kicking off at the end of January and supported with a £2.5m media investment, the 360-degree media campaign will recruit consumers looking for delicious and healthy snacks throughout the day. The 30-second ad, also available in three 11-second cutdowns, features a selection of scenarios in which Planters nuts can be enjoyed. Featuring Mr Peanut parading with a number of other fruit and nut characters, the TV ads include a catchy tune to which the animated characters carry a pack of Planters nuts.
Since launch, the brand has achieved over £1m in retail sales to take it to the third biggest grocery nuts brand in volume (Nielsen database 31.12.16). Accompanied with the strap-line ‘Deliciously Nut-tricious’ to highlight Planters nutrition credentials, the campaign will help to further increase consumption in the savoury snacking category.
February and March will see Planters further supported on VOD (Video on Demand), whilst the brand will be consistently creating new content on YouTube, Google and Facebook to engage with across the year. The campaign also includes a variety of sampling events in high footfall areas such as London Victoria Station where Mr Peanut will be on hand to dish out packs of Planters nuts to consumers. Kraft Heinz is supporting the launch with an up-weighted field sales team to provide support and help merchandise within the convenience, impulse, wholesale and foodservice channels.