Following its British launch last July, US nut brand Planters has rolled out its first-ever UK media campaign.
Designed to communicate the brand’s personality and showcase its complete product portfolio, the campaign sees the UK debut for brand ambassador, Mr Peanut, who recently celebrated his 100th birthday.
The cornerstone of the £2.5m campaign is a 30-second TV ad, which highlights a diverse range of situations where Planters nuts can be consumed. Featuring Mr Peanut parading with a number of other fruit and nut characters, the ad includes a catchy tune to which the animated characters carry a pack of Planters nuts. The ad is also airing in three 11-second cutdowns.
Since launch, the brand has achieved over £1m in retail sales to take it to the third-biggest grocery nuts brand in volume in the latest 12 weeks.
Planters will be further supported into Spring via video-on-demand, whilst the brand will be continually creating new content on YouTube, Google and Facebook throughout the year. The campaign also includes a variety of sampling events. Kraft Heinz is backing the launch with a dedicated field sales team to provide support and help with merchandising within the convenience, impulse and wholesale channels.
Matt Mill, head of snacking UK and Europe at Kraft Heinz, commented: “Following a successful launch of Planters nuts into the UK market, we’re delighted that the brand will make its debut on UK screens. The comprehensive campaign will help to further heighten awareness of the brand, and will ensure Mr Peanut becomes synonymous with the Planters brand. With this in mind, retailers should look to stock the complete range to meet increased consumer demand.”
