Kraft promotes nut spreads in first TV campaign in five years

Kraft is promoting its nuts range of spreads in a campaign created by JWT Melbourne playing on the idea of something being nuts from feelings of anger, insanity and excitement in the brand’s first return to TV in five years.

The campaign promotes Kraft’s peanut butter along with the brand’s new nut spreads including its Hazelnut Crunch and Smooth spreads, Cashew spread and Almond spread.

Justin Taylor, category marketing manager for Spreads at Mondelez Australia, said:  “As the market leader of the buoyant nut spread category, we are thrilled to talk to Australian families with the launch of our new brand campaign, celebrating life’s nutty moments at the same time as showcasing our ever-evolving product portfolio.

“Kraft Peanut Butter has been an Australian favourite for over 50 years and we’re as committed as ever to innovation. Our new alternative nut and natural ranges are in response to consumer demand for wider choice, and signify the biggest product development for the brand since we introduced the original Peanut Butter into Australia over 50 years ago.”

The campaign is running across TV, point-of-sale, digital, radio and PR and is supported with a dedicated Facebook page.


Mondelez Australia:

  • Marketing Director Foods: Mike Waddington
  • Category Marketing Manager – Spreads: Justin Taylor
  • Assistant Brand Manager – Spreads: Amanda Bartlett

Advertising Agency: JWT

  • Creative Directors: Jarrod Lowe and Tim Holmes
  • TV Producer: Christina Dess
  • Senior Account Director: Jessica Johnson

Production Company: Guilty

  • Director: Tony Rogers
  • Executive Producer: Jason Byrne

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