April 2021

KP RETURNS TO TV WITH A KPOW!

KP Snacks has announced a £2.5M investment in its core brand, KP, with the launch of an exciting new campaign: KPow!

Coaxing the nation to make more snacking moments ‘utterly nut-tastic’, the new campaign sees KP Nuts make its first appearance on TV in three years. Running from April to December, the campaign looks to highlight KP’s great taste credentials and drive awareness of its wide range of flavours that really ‘pack a punch’.

Using animation, the KPow! campaign has a modern and updated feel, making the brand more relevant to a younger audience and putting KP Nuts at the top of consumers’ minds when looking for a daytime snack. As younger consumers in the nuts category over-index in bold flavours^[1], the new creative emphasises on that ‘flavour hit’ that KP Nuts brings to snacking moments.

Heroing flavoured nuts, KP will have a presence across all media channels, including TV, VOD, OOH, and Social. Created with illustration, there will be two adverts run, showing two different daytime occasions where moments can be made ‘utterly nut-tastic’.

Jenny Blanco Barcia, Marketing Manager, KP Snacks says: “KP is an established and trusted brand, but we know there is scope to increase opportunities for consumption, especially among younger consumers. Taste is the number one driver when it comes to choosing a snack so our new campaign looks to really emphasise the bold flavours that KP has to offer and drive greater awareness of the range”.

Launched nearly 70 years ago, KP is the UK’s leading nuts brand. It is worth £80.4m RSV and is growing in value +22.8%^[2].

[1] Kantar WPO January 2021

[2] Nielsen Scantrack 27.02.21