kp nuts about christmas
TRANSCRIPT
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.
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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