Case studies

KP NUTS ABOUT CHRISTMAS

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:

  1. To increase awareness of KP seasonal tins & flavours
  1. To increase purchase consideration

The Insight

KP’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.

The Idea

A 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 as Grazia, Closer & heat.

Execution

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.

 

 

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.

 

 

 

 

Bauer produced two imaginative airtime spots which broadcast across Bauer Radio’s 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

CONTRIBUTED TO INCREMENTIAL SALES OF 1.4M UNITS

“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.”

Kevin McNair,Marketing Director KP Snacks,