The original American peanut butter brand, SKIPPY® Peanut Butter, is bringing back the fun to peanut butter, which can often be perceived as a serious health product here in the UK, as it launches its first national advertising campaign this month.
The underlying theme behind the new ad campaign is ‘Why do Americans Go Nuts for SKIPPY® Peanut Butter?’ Created by BBDO agency, it features the escapades of an adventurous, yet lovable, American peanut character, who ‘goes nuts’ during daredevil stunts before spreading itself on foods such as apples and toast.
With a US heritage that spans more than 80 years and with 98% brand awareness in the US, the truly authentic American-style peanut butter is now widely available in the UK. Made from only the finest American peanuts, to give a unique nut-packed taste and with a creamy texture that melts in the mouth.
Millions of Americans have taken SKIPPY® Peanut Butter to their hearts over the decades and the new campaign encourages UK fans of peanut butter to ‘Go Nuts’ for SKIPPY® Peanut Butter too!
The new TVC began broadcasting from 10 May on ITV Hub, Channel All 4 and Videology digital. A series of four digital adverts and seven social media creatives will be shown over a period of seven weeks. It is estimated that the media schedule will impact more than 20 million viewers during the first burst of activity during May and June 2018.
The campaign will also be backed up by a Facebook and Instagram advertising content calendar and food blogger campaign, focusing on recipes and different usages for SKIPPY® Peanut Butter, which will link back to the UK website www.peanutbutter.uk.com.
Nicole Judd, Regional Director from Hormel Foods, commented: “We have recently relaunched SKIPPY® Peanut Butter in a new jar in major UK supermarkets such as Morrisons, Sainsbury’, Ocado and Costco, giving this US style favourite more shelf presence than ever before. Our aim for the new campaign is to increase both brand and product awareness and encourage trial, and finally repeat purchase, via these supermarkets.”
Nicole continued: “SKIPPY® Peanut Butter is a top 3 retail brand in the US, with a unique taste and texture, made from the highest quality US peanuts. As the UK embraces its love for Peanut Butter, there is a huge opportunity for this authentic American brand, which doesn’t take itself too seriously. Our new campaign depicts SKIPPY® Brand’s fun personality and why Americans ‘go nuts’ for it, while also showing the consumer different ways it can be enjoyed.
Kids will also love the peanut character and you can never underestimate Pester Power!” SKIPPY® Peanut Butter (RRP £2.40 per 340g) is available in Smooth and Crunchy varieties, which are currently available in major supermarkets including Sainsbury’s, Morrisons, Costco, International section of Tesco and Ocado.
SKIPPY® PEANUT BUTTER