UK nut butter brand, Pip & Nut, has launched a new TV advert that extends its award-winning squirrel platform - a distinctive and much-loved part of the brand’s identity through its OOH campaign.
The creative takes Pip & Nut’s well-loved squirrel from static OOH into motion, centring on its singular focus on Pip & Nut’s peanut butter. It plays on a familiar kind of obsession - the single-minded drive to get to the jar - mirroring the behaviour of its fans, from jars stashed in handbags to mini jars packed for holidays - and even a Pip & Nut tattoo.
All key visual elements were captured in real life, including the Pip & Nut red squirrel, originally photographed by a wildlife photographer in Sweden, and used as the foundation for the advert.
Rather than working with live animals or relying on CGI, the brand used AI as a production tool to bring this imagery to life, enabling movements that would not have been possible to capture in the wild.
The campaign shows how Pip & Nut is approaching AI in its marketing, using it to support production, while setting clear boundaries on where human creativity and craft should lead.
The advert will run across Sky, ITV and Channel 4, reaching 52% of UK adults (27.4m) across April and May, supported by Pip & Nut’s London OOH campaign, which reaches 44% of London adults (3.9m).
Jacq Ellis Jones, marketing director at Pip & Nut, said: “We’ve always known that once people try Pip & Nut, they become a bit obsessed - and our squirrel has become the perfect expression of that.
“Bringing that character to TV was the opportunity, and the challenge. We wanted to stay true to what people already love, while creating something that felt simple, distinctive and full of personality.”
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