KP Snacks has unveiled its first-ever retailer video campaign, starring members of its SnacKPartners retailer forum, to raise awareness of Testicular Cancer Awareness month (April). Developed in support of KP Nuts’ partnership with Movember, the UK’s leading nut brand will use its influence and reach to raise awareness of the issue and urge retailers to prioritise their health.
As part of the partnership, KP Nuts has also produced limited edition 250g sharing packs, donating 10p from every pack sold to deliver a total donation of £50,000 for the Movember foundation.
The campaign features six partner retailers, including Harj Dhasee, Josh Baker, Arjun Patel, Avtar Sidhu, Raaj Chandarana and Atul Sodha. The video centres around a retailer road trip, where our SnacKPartners get together to visit Harj’s Morrisons store in Mickleton. They’re having a playful conversation about KP Nuts and also the importance of people with testicles checking their nuts, culminating in a fun trip to the pub where they discuss the importance of doing so and how to do it. Spoiler alert – one of our retailer video stars is featured wearing KP and Movember themed pants, which feature on the KP Nuts limited edition packs as part of the pack design. The new campaign will be highlighted across retailer media channels.
Commenting on the campaign, Matt Collins, Trading Director, KP Snacks says: “Word of mouth is hugely important and influential amongst retailers, so we wanted to create a memorable campaign to make a real difference and remove the stigma attached to talking about testicular cancer. Testicular cancer is the most common cancer amongst young people with testicles, but highly treatable and highly curable when discovered early. Retailers are busier than ever, and we want to remind them to prioritise their own wellbeing while breaking down taboos and getting retailers talking about their health.”
The tasty nuts segment is currently performing well at +4.2 per cent YOY in value, with KP Nuts, as the nation’s leading nut brand driving this growth (+8.1per cent YOY). KP is worth £87.1M RSV and growing at +3.8 per cent. With a 25 per cent share of the nuts segment, it is more than four times the size of the nearest branded competitor.
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