Kellogg’s Crunchy Nut discards TV for path-to-purchase
Cereal brand Crunchy Nut has opted out of a TVC approach for its new campaign.
The Kellogg’s brand has instead opted for a “Path-to-purchase” concept that will begin with a 30-second national radio spot, followed by outdoor, ‘shop-a-lite’ installations as well as trolley and floor media within the shopping centre.
Amanda Hale, brand manager for Crunchy Nut said: “The concept behind the new campaign is that Crunchy Nut remains top of mind all the way to the supermarket. Past TV ads have done the job of putting the brand front of mind at home but that message can become diluted by the clutter of advertising that exists between the home and the supermarket.”
Anna Vuong, digital & media manager for Kellogg’s said: “This exciting new campaign goes to show the power of great media, digital and creative thinking going hand in hand. The agencies have worked really well together to create a clever, integrated plan.”
The campaign was developed by JWT and Tongue, with Mindshare handling the path-to-purchase journey.
The campaign runs until 12 May, followed by second and third activations in July and November.
be interested to see how it goes…
certainly worth a try
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I f*cking love that stuff. You could advertise it on the dark side of the moon and I’d still be buying it. What would be really good though is a version that says “low fat” on the front, but secretly is exactly the same bloody yummyness. That way the wife wouldn’t mind me loading up on it.
Whilst we’re at it, how about some low carb beer that is also full strength beer. In the ads, just focus on the low carb bit.
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Is this exciting?
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surprised as i always enjoyed their TVCs
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“…Kellogg’s Crunchy Nut discards TV…”
And so say we all.
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Umm, path to purchase? Wow. That’s incredible.
Love the product. I’m a crunchy nut. nut.
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Path to purchase!!! Didnt every FMCG marketer and every first year Comms strategist try and plan like this. Before hey realized it wasn’t how purchase decisions are made. It’s surprising people are still doing this. It’s more surprising media releases are written about it.
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Fast Eddy,
sugar (which is why you love crunchy nut so much) metabolises to fat the moment it reaches the bloodstream. The fact is, sugar makes people fat. Sugar is the enemy.
Your wife will pick up on this soon (it’s the next big news in the diet industry) so enjoy your CNCF’s while it lasts.
And since when has path to purchase marketing been any kind of innovation?? It’s old school.
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this brand has been built on the ability of film to deliver ridiculousness \ humour
how will that translate to outdoor and a floor sticker? if it’s the jpeg featured in the story then they’re in trouble
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Interesting to see if this will break the monotonous cycle of FMCG marketing.
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I heard the Crunchy Nut ad on radio as I was driving out of Sydney. It resembled a radio quiz where the prize was a box of Crunchy Nut. Even though three “callers” gave the right answer the host said they were all wrong because he wanted the box of Crunchy Nut himself.
I have to say it was one of the best radio ads I had heard in a long time. I remembered the ad and the name of the product and it used humour and irony in a way I hadn’t heard before in the medium. Full marks for this one.
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I don’t understand why the milk companies don’t put advertising space on their bottles. Perfect place for a cereal maker to advertise….
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