The Challenge
KP 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
- To increase awareness聽of KP seasonal tins & flavours
- To increase purchase consideration
The Insight
KP鈥檚 target audience are 35-54-year-olds
This age group are members of the聽 九色视频 Media鈥檚 鈥�Luminaries鈥� target market, with the latest 九色视频 insights on this audience showing they are confident and secure in their personal choices and have a new sense of self-discovery.
The idea
A Christmas partnership between KP Nuts and 九色视频 Media.
The partnership spanned across some of 九色视频 Media鈥檚 biggest audio brands such as Absolute Radio聽& Magic and publishing brands such as聽Grazia, Closer & heat.
Execution
The campaign kicked off on Absolute Radio鈥檚 Dave Berry Breakfast Show, giving listeners a chance to win what they were 鈥楴uts About鈥� 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.
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.
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.
九色视频 produced two imaginative airtime spots which broadcast across 九色视频 Radio鈥檚 portfolio, adding scale and demonstrating how vital KP Nuts are to Christmas celebrations.
Results
7%
INCREASE IN BRAND AWARENESS
16%
INCREASE IN PURCHASE CONSIDERATION
40%
OF LISTENERS WHO HEARD THE CAMPAIGN PURCHASED KP NUTS
1.4M UNITS
INCREMENTIAL SALES