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ADVERTISING CAMPAIGNS

Crunchy Nut 'Robbin Hood'

Agency: JWT

Client: Crunchy Nut

Kellogg’s has taken the wrapper off a new £2 million campaign to support is Crunchy Nut brand.

The cereal, voted the top cereal of all time by consumers in 2007, has seen its positioning overhauled by the team at Kellogg’s to emphasise the irresistible tasty aspect of the food.

The positioning will be brought to life through a series of new TV adverts from creative agency JWT.  These show how, fuelled by the irresistible taste of Crunchy Nut, people will happily suspend socially acceptable adult behaviour just to have some of the product.

JWT’s first 30 second advert includes a twist on the modern day hoodie and features a woman eating a portion of Crunchy Nut with milk out of the hoodie of a teenager.

Explaining the thinking behind the new campaign, Crunchy Nut brand manager, Sarah Cumming, said: “Our objective with this campaign is to take the brand back to what consumers tell us motivates them to purchase our food – the great taste.

“But, as people have come to expect from Crunchy Nut, we will tell our story with a slight Crunchy Nut twist.”

Kellogg’s new Crunchy Nut TV campaign runs in two three week burst starting in early August and concluding the end of September.

Crunchy Nut first appeared on British supermarket shelves in 1980.  Today the brand is worth £12 million and has four variants including its famous Crunchy Nut Original and Crunchy Nut Clusters.

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AJR
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