BAUER MEDIA KP NUTS ABOUT CHRISTMAS TIME TO GET NUTS ABOUT KP NUTS

THE CHALLENGE THE INSIGHT THE IDEA KP Nuts has been synonymous with KP’s target audience are A Christmas partnership between KP Christmas snacking for decades, however, 35-54-year-olds Nuts and Bauer Media. with Christmas 2020 uprooting normal traditions, it was vital KP Nuts adapted to This age group are members of the The partnership spanned across the tone of the nation. Bauer Media’s ‘Luminaries’ target some of Bauer Media’s biggest audio market, with the latest Bauer brands such as Absolute Radio KP Nuts wanted to make Christmas 2020 insights on this audience showing & Magic and publishing the BIGGEST ever by getting product into they are confident and secure in brands such as more households. their personal choices and have a Grazia, Closer new sense of self-discovery. & heat. OBJECTIVES: .

A. To increase awareness of KP seasonal tins & flavours

B. To increase purchase consideration THE EXECUTION

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Grazia, Closer & The campaign kicked off on Absolute heat persuaded their Radio’s Dave Berry Breakfast Show, readers to go nuts for giving listeners a chance to win what KP Nuts. A glossy they were ‘Nuts About’ this Christmas. editorial gifting guide The partnership went a bit nuts and was featured in hosted a Virtual Office Christmas Party, Grazia and KP Nuts making sure everyone got to attend at owned the TV guide least one Christmas party in 2020. section in both Listeners engaged via social media, with Closer and heat memes and KP Nuts branded games. to make them the most popular accompaniment to great festive telly.

KP Nuts sponsored Magic 100% Christmas AIRTIME with Magic Radio playing non-stop festive tunes 24/7 until the big day. Bauer produced two imaginative airtime spots which The festive playlist was intertwined with KP broadcast across Bauer Radio’s portfolio, adding scale and reminders, ensuring listeners had KP front of demonstrating how vital KP Nuts are to Christmas celebrations. mind during their festive food shops. THE RESULTS

7% 16% INCREASE IN BRAND INCREASE IN PURCHASE CLIENT TESTIMONIAL AWARENESS CONSIDERATION Kevin McNair, Marketing Director KP Snacks, “Against an incredibly challenging backdrop, Starcom and Bauer delivered a campaign that empathetically represented the mood of the nation and drove strong sell out across our key retailers.” CONTRIBUTED TO 40% INCREMENTIAL SALES OF OF LISTENERS WHO 1.4M UNITS HEARD THE SURPASSING CAMPAIGN YOY TARGETS PURCHASED KP NUTS BY 12%