Bega Peanut Butter has rolled out a limited-edition packaging collaboration with Australian children’s author Andy Griffiths and illustrator Bill Hope, timed to coincide with the release of Griffiths’ new title, You & Me and the Peanut Butter Beast.
The campaign sees Bega launch two limited-edition jars of its No Added Sugar or Salt Peanut Butter, rebranded with custom illustrations from the book. The packs are now available in major supermarkets nationally.
Bega is targeting households with young children, using the book tie-in to create a point of difference in a highly functional category.
“The end of a school year can be chaotic, but hopefully this playful pairing between Andy Griffiths and Bill Hope’s You & Me and the Peanut Butter Beast and Bega Peanut Butter brings a moment of delicious fun to family routines,” said Georgia Fink, brand manager for Bega Peanut Butter.
Bega says its No Added Sugar or Salt range delivers the same ‘Never Oily, Never Dry’ texture as its original peanut butter, without the added sugar or salt, positioning it as a more family-friendly option in the health-conscious spread category.
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