Mondelez Australia has unveiled a new integrated campaign for Kraft Nuts following the release of its new alternate nut range, the biggest product innovation for Kraft Australia in more than 50 years.
The Kraft portfolio is the market leader in Peanut Butter, selling more than 15 million jars every year and owning 62 per cent of total Peanut Butter market share.
The multi-million dollar campaign spans TV, POS, digital, radio ,and PR, and “recognises and celebrates life’s nutty moments”.
The campaign focuses on the brand’s best selling peanut butter and as well as new creations released in its alternative nuts range.
The new Kraft Nuts alternative nuts range includes Kraft Hazelnut Crunchy Spread, Kraft Hazelnut Smooth Spread, Kraft Cashew Nut Spread, and Kraft Almond Nut Spread.
Kraft Nuts has also launched new peanut butter varieties including Kraft Cinnamon Spice Peanut Spread Smoot,h and Kraft Sweet Honey Peanut Spread Smooth.
The television commercial for the campaign 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 including kids, adults, and parents, enjoying a spread, spoonful, or dip of their favourite Kraft Nuts’ spread.
“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,” Justin Taylor, category marketing manager for spreads at Mondelez Australia, said.
Taylor told Inside FMCG last month the release of the alternate nuts range was in reponse to consumer demand for wider choice.
“Australians traditionally love peanut butter but are going nuts for other nuts and this trend can be seen across a number of categories including milk, snacking, and now spreads. As the nut category has expanded and shown more functionality as a snack and an ingredient, so too has the push for more variety in nut spreads – with consumers demanding more choice.”
