This Autumn, Mondelez Australia is unveiling an integrated campaign that showcases the range and breadth of the KRAFT Nuts portfolio.
Based on the brand’s ‘RIGHT KINDA NUTS’ philosophy, the multi-faceted activity plays on the premise that whilst life can be nuts, with KRAFT Nuts product it’s always the right kind of nuts.
Spanning TV, POS, digital, radio and PR, the multi-million dollar campaign recognises and celebrates life’s nutty moments. Designed to appeal to all Australian nut lovers, it focuses on the brand’s best-selling peanut butter and new nutty innovations including KRAFT Hazelnut Crunchy Spread, KRAFT Hazelnut Smooth Spread, KRAFT Cashew Spread, KRAFT Almond Spread, and KRAFT Natural Peanut Butter.
Premiering on Sunday 8 March, the TVC marks the brand’s first return to screens in five years. Devised by JWT Melbourne, the 30-second creative features a range of Australian nut lovers – kids, adults and parents – enjoying a spread, spoonful or dip of their favourite KRAFT Nuts spread; a moment of pure enjoyment, indulgence or wholesome satisfaction in an otherwise nutty life.
The launch of the new KRAFT Nuts website and Facebook page, along with PR and radio will connect and inspire consumers with the brand’s products, whilst in-store, POS will engage shoppers at the point of purchase.
Justin Taylor, category marketing manager for Spreads at Mondelez Australia, comments, “As the market leader of the buoyant nut spread category, we are thrilled to talk to Australian families with the launch of our new brand campaign, celebrating life’s nutty moments at the same time as showcasing our ever-evolving product portfolio.
“KRAFT Peanut Butter has been an Australian favourite for over 50 years and we’re as committed as ever to innovation. Our new alternative nut and natural ranges are in response to consumer demand for wider choice, and signify the biggest product development for the brand since we introduced the original Peanut Butter into Australia over 50 years ago,” Taylor continues.
· Marketing Director Foods: Mike Waddington
· Category Marketing Manager – Spreads: Justin Taylor
· Assistant Brand Manager – Spreads: Amanda Bartlett
Advertising Agency: JWT
· Creative Directors: Jarrod Lowe and Tim Holmes
· TV Producer: Christina Dess
· Senior Account Director: Jessica Johnson
Production Company: Guilty
· Director: Tony Rogers