Mondelēz Australia has unveiled an integrated campaign to showcase the range and breadth of its Kraft Nuts portfolio.
Based on the brand’s ‘Right Kinda Nuts’ philosophy, the multifaceted activity plays on the premise that while life can be nuts, with Kraft Nuts 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. The campaign focuses on its peanut butter and new innovations including Hazelnut Crunchy Spread, Hazelnut Smooth Spread, Cashew Spread, Almond Spread, and Natural Peanut Butter.
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 enjoying a spread, spoonful or dip of their favourite Kraft Nuts spread.
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, while in-store, POS will engage shoppers at the point of purchase.
“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,” Mondelēz Australia Category Marketing Manager for Spreads Justin Taylor said.