Nut butter brand Pip & Nut has announced it’s taking its Obsession Spreads campaign to national TV and the London Underground this month.
Building on the success of its award-winning Obsession Spreads platform, the campaign celebrates the brand’s obsession-inducing taste and the lengths fans will go to for their favourite nut butter.
The TV ad brings this idea to life through the brand’s iconic squirrel, fixated on one thing - getting to a Pip & Nut jar, playing on the familiar, single-minded nature of obsession.
The campaign will run across Sky, Channel 4 and ITV until 30 September, with a major OOH campaign launching across the London Underground from 7 September. It marks a “major moment in Pip & Nut’s long-term brand-building strategy,” it said, forming part of the brand’s biggest annual investment in ATL media to date.
Its wider media activity this year will reach an estimated 63% of UK adults, with Pip & Nut investing £3.5m in marketing across 2026.
But while Obsession Spreads is back on screens, there’s one important new development: the Pip & Nut squirrel finally has a name. After thousands of votes, meet Cyril.
Naming decision
Pip & Nut handed the naming decision over to its community, inviting followers across its social channels to submit suggestions before putting the top three names to a public vote. The response generated thousands of votes and comments, with one name ultimately emerging victorious.
To mark the occasion, the brand has gone all out with an intentionally over-the-top naming ceremony, held among the trees near Pip & Nut’s London office and complete with all the emotional theatrics of a wedding. The ceremony content will launch across Pip & Nut’s social channels alongside the campaign, bringing the story of Cyril’s naming to life.
Jacq Ellis-Jones, marketing director at Pip & Nut, said: “We’ve always known our squirrel is one of the most recognisable and loved parts of Pip & Nut, but the number of people asking us his name made us realise we had to do something about it. We thought, if our community cares enough to name him, we should give them the final say.”
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