October 2020

KP SNACKS GOES NUTS IN SUPPORT OF MOVEMBER FOR A SECOND YEAR

KP Nuts, the UK’s most well-known and best loved nut brand, will use its brand awareness and equity to get more people talking about testicular cancer, the most common form of cancer amongst young men.

Actor, singer and model, Will Mellor will feature as the KP Nuts campaign ambassador. As testicular cancer can be a taboo subject, the campaign will use comedy to encourage men to open up and raise awareness of the importance of checking their nuts, using nut jokes and puns to break the ice.  The jokes will feature in a KP Nuts online guide and videos to help men and women start conversations with loved ones about testicular cancer.

A third (33%) of men do not check themselves for lumps and bumps as recommended once a month, with 9% saying they have never checked[1]. Around 2,300 men are diagnosed with testicular cancer each year in the UK. The number of cases of testicular cancer diagnosed has roughly doubled since the mid-1970s.

Jenny Blanco Barcia, KP Nuts Marketing Manager says, “KP Nuts is the UK’s most well-known and best loved nut brand.  We want to use our brand awareness to help raise awareness of testicular and get people talking about it. Men up and down the country are opening a packet of KP Nuts over a beer….  the perfect moment to share nut jokes and break down taboos with comedy.

“We are extremely proud to be working alongside Movember. Testicular cancer is the most common form of cancer in young men but there can be a stigma attached to talking about it.  If caught early, there is a 95% chance of survival. This campaign aims to educate young men on the importance of checking their nuts, and we encourage our consumers and retail partners to do just that.”

KP Nuts is the number one brand in nuts, more than six times bigger than the nearest branded competitor^[2].  A classic British brand, KP Nuts originally launched in 1953 and is now worth £73.1m RSV and growing in value +14.2%^[3]

[1] KP Snacks / Opinium, 22 September, 1,500 UK Men aged 18+

[2] ^{Nielsen 2019}

[3] ^{Nielsen Scantrack 05.09.20}