KP Snacks has announced (27) the launch of a brand new campaign for the nation’s favourite nut brand, KP Nuts. The new campaign highlights the brand’s superior quality and leading position within the segment, with the strapline, “There’s nuts, then there’s KP Nuts”. Coinciding with the campaign launch, KP Original Salted Peanuts received a Great Taste Award, giving its excellent quality and taste the stamp of approval.
Launching from mid-August and running for 13 weeks, the campaign will feature across Out Of Home channels, including public transport, and social media where the brand will also partner with TikTok influencers to deliver funny and engaging content.
Designed to capture consumers’ attention with amusing and witty headlines the campaign playfully reminds shoppers of the importance of quality and enjoyment when deciding on a purchase. One creative treatment leads with the headline “Other nuts are available, but so are runners up medals.” Meanwhile, a social media advert shows a clip of someone falling off of a diving board with the caption, “There’s Nuts”, while a perfectly executed dive featuring a triple somersault is captioned, “Then there’s KP Nuts”.
“As the market-leader within the Nuts segment, our KP Nuts brand is renowned for sourcing the best nuts and delivering delicious flavours to the category,” said Jenny Blanco Barcia, Marketing Manager at KP Snacks. “We are delighted to be spotlighting the unbeatable quality of KP Nuts with a new, engaging campaign designed to continue driving brand penetration. Our diverse portfolio continues to show strong performance, with a 25 per cent share of the Tasty Nuts segment.”
At more than five times the size of the nearest branded competitor, KP Nuts is the UK’s number-one nut brand, trusted and recognised by shoppers. The brand is worth £99m and growing in value at +3 per cent.
