Independent retailers Harj Dhasee, Josh Baker, Arjun Patel, Avtar Sidhu, Raaj Chandarana and Atul Sodha have teamed up with KP Snacks to create a retailer video campaign to support Testicular Cancer Awareness month (April).
The video forms part of KP Nuts’ partnership with Movember, which also includes the launch of limited edition 250g sharing packs whereby 10p from every pack sold will deliver a total donation of £50,000 for the Movember foundation.
The video centres around a retailer road trip to Harj’s Morrisons Daily store in Mickleton, before the group heads to the pub. They have a playful conversation about KP Nuts and also the importance of people with testicles checking their nuts. Spoiler alert - one of the retailer video stars is featured wearing KP & 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.
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% YOY in value, with KP Nuts driving this growth, +8.1% YOY (Nielsen). KP is worth £87.1M RSV and growing at +3.8% (Nielsen). With a 25% share of the nuts segment, it is more than four times the size of the nearest branded competitor (Nielsen).
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