Much ado about nutting: KP back on box

Still from KP Nuts TV ad

It’s been 24 since the brand’s last TV outing, but KP Nuts is back on screens as part of a new £3m multimedia campaign.

Running from now until August, the campaign also features on over 1,300 out-of-home sites. Online, instore and social media activity is scheduled too.

The ad – ‘The Nut Nut’s Nut’ – encourages year-round consumption of nuts by driving KP’s taste and quality credentials. Currently 39% of KP’s nut sales take place in the run-up to Christmas, so the company is investing heavily to crack open further nuts snacking occasions, particularly during the summer.

Jess Templeton, Senior Brand Manager for KP Nuts, explained: “It’s never been a better time to shout about nuts; the category is +6% over the last three years as more and more people recognise the health credentials of nuts – they’re high in fibre, and a great source of natural protein.

“KP Nuts is the number one nuts brand, worth £57m and has a 17.8% share of the market. We know that taste is the number one purchase driver within the nuts category, so we expect an uplift in sales this summer in line with the increased awareness this campaign will deliver.”

KP’s portfolio includes: KP Original Salted Peanuts (270g and 450g), KP Dry Roasted Peanuts (270g and 450g) and KP Honey Roast Peanuts (225g). The brand has also introduced new flavours, intended for summer socialising. These include KP Smokehouse BBQ Peanuts (225g) and KP Salted Caramel Peanuts (225g).