Crunchy Nut to roll out £6m ad campaign using 1980s tagline
Crunchy Nut is set to roll out a new £6m ad campaign, re-introducing the ‘the trouble is they taste too good’ tagline which was used when Hugh Laurie was the face of the brand in 1985.
The introduction of the old tagline follows the decision by Kellogg’s not to renew the contract of comedian Rob Brydon, who was fronting the brand.
The six month campaign will combine TV advertising with sampling and experiential activity, with pop up restaurants to serve Crunchy Nut in Birmingham’s the Bullring, Manchester’s Arndale shopping centre and Westfield White City.
The campaign, created by Leo Burnett, with experiential delivered by the Lounge Group and digital by glue Isobar, will also include Crunchy Nut sampling vans visiting 156 supermarkets nationwide and 4 million product samples and coupons being dropped at target homes across Britain.
Ruth Gresty, Crunchy Nut brand manager said: “Crunchy Nut is all about the taste, so it seemed perfectly natural that we’d go back to an advertising idea which worked so well for us in the past. But, this campaign is more than just finding new uses for an old tag; it’s about delivering a genuinely big bang campaign to remind consumers how this product is a great eat.
“It’s comfortably the most ambitious marketing plan we’ve had for the brand and is designed to get Crunchy Nut in front of people through as many touch points as possible.”