US nut brand Planters has kicked off its first-ever UK multimedia campaign – marking the British debut for the Mr Peanut character, who recently celebrated his 100th birthday.
Backed by a £2.5m investment, the push has begun with a 30-second commercial featuring an animated Mr Peanut leading other fruit and nut-based characters through live-action scenarios – including boardroom and park – as he sings about the benefits of Planters’ variants.
The ad – also available in three 11-second edits – ends with the strap ‘Deliciously Nut-tricious’. The clip comes after Kraft Heinz unveiled a major UK overhaul for the brand last summer, with a new look and 14-strong range positioned as a healthy snacking option.
The drive is set to be supported during February and March by VOD. Content will be added on YouTube, Google and Facebook throughout the year and sampling events will take place in high footfall areas, such as London Victoria.
The activity would further heighten awareness of the brand and ensure Mr Peanut became “synonymous with the Planters brand” said Matt Mill, Kraft Heinz UK & Europe head of snacking.