Nut brand Planters is set to appear on UK screens for the first time ever in a campaign that aims to demonstrate that it is a versatile and healthy snack.
Starring brand ambassador Mr Peanut, the £2.5m campaign carries the strapline line ‘Deliciously Nut-tricious and includes a 30-second TV ad that features a selection of scenarios that Planters’ range of nuts can be enjoyed in. It also shows Mr Peanut, which recently had its 100th birthday, with a number of other fruit and nut characters.
The campaign comes on the back of £1m retail sales of Planters since it launched in the UK last July.
February and March will see Planters further supported on video on demand (VOD), while the brand will push out new content on YouTube, Google and Facebook to engage with across the year.
Matt Mill, head of Snacking UK and Europe at Planters owner 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.”
Mr Peanut was last year featured in The Drum’s favourite marketing moments, which celebrated the Ad Club of New York’s 120th anniversary.