CASE STUDY: KP Nuts About Christmas

Provided by Bauer Media
KP Nuts has been synonymous with Christmas snacking for decades.

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

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

What was the Solution?

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. 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.

What were the Results?

7% increase in brand awareness. 16% increase in purchase consideration. 40% of listeners who heard the campaign purchased KP Nuts. Contributed to incremental sales of 1.4m units surpassing YOU targets by 12%.

What were the Key Learnings of this Campaign?

"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

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
All adultsBoth
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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