KP Nuts has been synonymous with Christmas snacking for decades, however, with Christmas during the pandemic uprooting normal traditions, it was vital KP Nuts adapted to the tone of the nation. KP Nuts wanted to make Christmas the BIGGEST ever by getting product into more households.
a. To increase awareness of KP seasonal tins & flavours
b. To increase purchase consideration
Leveraging some of Bauer Media’s biggest publishing brands such as Grazia, Closer & heat they were looking to persuade their readers to go nuts for KP Nuts
A glossy editorial gifting guide was featured in Grazia and KP Nuts owned the TV guide section in both Closer and heat to make them the most popular accompaniment to great festive telly.
This ran alongside activity on their key radio stations.
The campaign saw:
a 7% increase in brand awareness
16% increase in purchase consideration
40% of listeners who heard the campaign purchased KP nuts
The campaign contributed to incremental sales of 1.4m units, surpassing YOY targets by 12%