kp nuts about christmas

5
BAUER MEDIA KP NUTS ABOUT CHRISTMAS

Upload: others

Post on 05-Dec-2021

1 views

Category:

Documents


0 download

TRANSCRIPT

BAUER MEDIA K P N U T S A B O U T C H R I S T M A S

T I M E T O G E T N U T S A B O U T K P N U T S

T H E C H A L L E N G EKP Nuts has been synonymous with

Christmas snacking for decades, however, with Christmas 2020 uprooting normal

traditions, it was vital KP Nuts adapted to the tone of the nation.

KP Nuts wanted to make Christmas 2020 the BIGGEST ever by getting product into

more households.

OBJECTIVES:

A. To increase awarenessof KP seasonal tins & flavours

B. To increase purchase consideration

T H E I N S I G H TKP’s target audience are

35-54-year-olds

This age group are members of the Bauer Media’s ‘Luminaries’ target

market, with the latest Bauer insights on this audience showing they are confident and secure in

their personal choices and have a new sense of self-discovery.

T H E I D E AA Christmas partnership between KP

Nuts and Bauer Media.

The partnership spanned across some of Bauer Media’s biggest audio brands such as Absolute Radio

& Magic and publishing brands such asGrazia, Closer

& heat..

T H E E X E C U T I O N

The campaign kicked off on Absolute Radio’s Dave Berry Breakfast Show, giving listeners a chance to win what they were ‘Nuts About’ this Christmas. The partnership went a bit nuts and

hosted a Virtual Office Christmas Party, making sure everyone got to attend at

least one Christmas party in 2020. Listeners engaged via social media, with

memes and KP Nuts branded games.

Grazia, Closer & heat persuaded 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.

CLICK VIDEO TO PLAY

KP Nuts sponsored Magic 100% Christmas with Magic Radio playing non-stop festive

tunes 24/7 until the big day. The festive playlist was intertwined with KP reminders, ensuring listeners had KP front of

mind during their festive food shops.

AIRTIMEBauer produced two imaginative airtime spots which broadcast across Bauer Radio’s portfolio, adding scale and

demonstrating how vital KP Nuts are to Christmas celebrations.

T H E R E S U L T S

7%INCREASE IN BRAND

AWARENESS

16%INCREASE IN PURCHASE

CONSIDERATION

40%OF LISTENERS WHO

HEARD THE CAMPAIGN

PURCHASED KP NUTS

CONTRIBUTED TO INCREMENTIAL SALES OF

1.4M UNITSSURPASSING YOY TARGETS

BY 12%

Kevin McNair, Marketing Director KP Snacks, “Against an incredibly challenging

backdrop, Starcom and Bauer delivered a campaign that empathetically represented

the mood of the nation and drove strong sell out across our key retailers.”

CL I ENT T EST IMONIAL