nākd. banishes January blues with nationwide campaign

This month, snack bar brand nākd. is kicking off a new digital and out-of-home campaign (Until February 12) to boost awareness and drive purchase among shoppers. The campaign consists of eye-catching social media placements, host-read podcast adverts with popular shows and innovative out of home digital pieces across London stations, shopping centres and high footfall streets. The campaign is set to generate a total of 135 million impressions (57 million for the out of home activity, and 78 million across digital placements).

On Blue Monday (15 January) nākd. partnered with JCDecaux UK to run the very first, high-impact ‘‘Anamorphic” display in London Waterloo station – the largest indoor advertising screen in Europe. This will be further amplified in train stations across the city and busy locations, including the launch of the first ‘3DOOH At Scale’ on digital screens in Westfield Stratford City and Westfield London shopping centres. The placements have been strategically positioned to inspire people to try nākd. on-the-go, as they look to start the year on a healthier note without compromising on taste.

The campaign brings back the familiar nākd. creative, and is running at a time where the brand continues to grow in value sales for the eighth consecutive four-week period since its return to growth in Q2 2023. By championing some of nākd.'s bestselling flavours that also deliver functional benefits – such as being one of your five-a-day and contributing to protein intake – nākd. aims to communicate that choosing a healthier snack doesn't mean having to compromise on taste.

All nākd. bars are HFSS compliant, raw and cold pressed, made with 100% natural ingredients, no added sugar, vegan, gluten free and a source of fibre.

nākd. will be running placements across Meta, Tik Tok, YouTube, Pinterest and Spotify to reach younger shoppers. Plus, the brand will have host-read ad slots on some of the UK’s favourite podcasts, including LuAnna: The Podcast, Big Fish with Spencer Matthews, The Food Medic and RunPod.

The campaign follows the success of last year’s which showcased the new identity. The 2023 campaign bursts yielded great results, including a reach of over 10 million and 34 million impacts, as well as uplifts across brand awareness, consideration, trial and sales.