Whitworths launches first TV ad in 40 years after increasing marketing investment sevenfold

Dried fruit and nut brand Whitworths is launching its first TV ad in 40 years as it looks to communicate its new positioning as a healthier snacking brand and expand its reach.

The brand has increased marketing investment by seven times compared to last year as it looks to drive mass awareness.

The ‘Good by Nature’ campaign aims to showcase the variety of products available as well as offering suggestions for different occasions to enjoy them, such as a breakfast topping or a post-workout snack.

The TV campaign, which has been created by Chapter and will air on ITV over the next six weeks, will be supported by in-store and online promotions. The brand hopes to reach nearly 4 million households.

Phil Gowland, commercial director at Whitworths says: “Achieving our goal to dramatically increase Whitworths’ consumer reach requires a step change in investment. We’ve increased our brand investment by seven times year on year to support the TV campaign launch, following a journey to reposition the brand over the last five years towards a natural based healthier snacking and eating brand, suitable for multiple consumption occasions.

“By doing this, we’re tapping into the biggest consumer trend – health – making it the perfect time to launch a TV campaign aimed at celebrating how flexible and amazingly tasty natural food can be. We look forward to monitoring the success of our first TV campaign in four decades, which alongside our other comms investment in PR and influencer marketing, look set to continue the incremental business growth seen so far.”

Whitworths reported a 19 per cent increase in revenue growth for 2020, driven by “significant business wins, brand innovation and expansion towards a more diversified customer base”.

The media planning and buying for the campaign is being managed by John Ayling & Associates, using ITV’s Backing Business initiative, which aims to allow businesses of all sizes to use TV advertising to help drive growth.