KP goes Nuts with £1.4M media investment

KP Snacks has announced the launch of a £1.4 million media investment for KP Nuts, the UK’s number one Nut brand. The investment will support two campaigns before the end of the year, with the aim of driving awareness of the KP brand and delivering a sales boost for retailers.

Running until the end of December, the first campaign centres on Christmas and has been designed to keep KP front of mind throughout the festive season. The campaign will feature across OOH, digital and print, reaching 84 per cent of adults, appealing to consumers as they seek festive inspiration and plan in-home social occasions.

The Christmas campaign features headlines emphasising the great taste of KP Nuts, including “Santa Claus is coming to flavour town” and “More taste than your Christmas jumper”. The new campaign capitalises on the growth of nut consumption at Christmas, with nuts offering a perfect sharing choice for festive occasions.

Spotlighting KP’s Flavour Kravers range, popular for its punchy flavours, the second campaign will run throughout November until the beginning of December. With strong presence across social media and OOH channels, the campaign targets nut-shoppers as they reflect on the day’s events and begin to think about relaxing in the evening with a tasty snack. Straplines including “Sofa snacking certified” and “Kick back with a pack” position KP Flavour Kravers as the perfect option for evening occasions.

The KP Flavour Kravers range was expanded recently with the addition of two irresistible coated variants, KP Flavour Kravers Crunchy Coated Aromatic Thai Chilli and KP Flavour Kravers Crunchy Coated Katsu Curry.

“It has been a busy year for the KP brand with celebrations of its 70th anniversary and the launch of innovative NPD, and we are delighted to be continuing the excitement with two engaging media campaigns," said Jenny Blanco Barcia, Marketing Manager at KP Snacks. "As the UK’s number one Nut brand, we are continuing to drive segment growth by engaging consumers with creative campaigns that spotlight the amazing taste and wide range of our portfolio.”

KP Nuts recently celebrated its 70th anniversary with the launch of a new retailer guide designed to help drive Nuts sales in the Convenience and Impulse channel. Worth £97.7m and growing in value +17.4 per cent, KP Nuts leads the Nuts category with a 25.5 per cent share of the Nuts segment.