This month sees Whitworths launch its first ever national TV campaign promoting the immense nutrient power of dried fruit, nuts and seeds. This new ad is the start of the brand’s £2.5 million Tiny Power campaign which aims to get consumers to change the way they think about the category.
The TV creative will run throughout the Summer, featuring exclusively on Channel 4 during family favourite shows such as The Great British Bake Off The Professionals and Celebrity Gogglebox. It will also appear across the top performing programmes on All4 including Inbetweeners, Taskmaster and The Great British Bake Off.
Aiming to provoke the nation to "Rethink Small" by showing how something as tiny as a nut, raisin or seed contains nutrient power of epic proportions, the ad heroes Whitworths’ latest NPD innovation – Wondermix.
The recently launched Wondermix product is designed to fuel the body, boost energy and sharpen the mind. The innovative blends are set to shake up consumers’ snacking and mealtime experiences by providing tasty and nutrient dense nut, seed and dried fruit mixes that specifically aid certain health benefits. There are three new snack packs and three new ingredient packs, each with a different health focus which can boost the body and overall vitality in a range of ways: Feel Strong, Fight Fatigue and Think Sharp.
Tiny Power is a category centric campaign that was driven as the result of fresh insight from the findings of an independent white paper supported by several industry bodies and nutrition professionals launched earlier this year. The paper findings revealed just what a dire state the nation’s health is in and highlighted the power of dried fruit, nuts and seeds as an incomparable source of nutrition offering vast health benefits.
“We are incredibly excited to see our new campaign hit TV screens," said Phil Gowland, Commercial Director at Whitworths. "Bringing to life the sheer nutritional power crammed into our dried fruits, nuts and seeds with our Tiny Power character, will hopefully jolt consumers to see the category in a new light.
“This campaign is our biggest investment in the brand to date and not only moves Whitworths towards a more positive market position as a nutritional powerhouse brand but also has the whole category at its core. As a category we all have an important role to play in promoting increased consumption of dried fruit, nuts and seeds to help contribute to the improved health of the nation.”
The campaign positioning aims to tap into an audience seeking simple ways to boost their family’s nutrition without barriers at breakfast, lunch, snack-times and dinner. It is designed to get consumers to reappraise nuts, seeds and dried fruit and drive further consumption.
“By placing the spotlight on nuts and seeds as powerful sources of macro and micro nutrients – something deficient in most of the nation’s diets – millions of incremental usage occasions will be unlocked for the category, potentially revolutionising UK eating habits” continued Gowland.
The integrated campaign, also features out of home six sheets outside key retailers nationwide and a £1 million investment into in-store activations from July this year. The campaign will be supported by PR and social activity along with disruptive stunts and experiential activations.
