Whitworths has launched its first national TV campaign to promote the nutrient power of dried fruit, nuts and seeds.
The new ad is the start of the brand’s £2.5m ‘Tiny Power’ campaign, which aims to get consumers to change the way they think about the category.
The TV creative will run throughout the Summer, featuring exclusively on Channel 4 and All4.
Aiming to provoke the nation to ‘Rethink Small’ by showing how something as tiny as a nut, raisin or seed contains high levels of nutrients, the ad heroes Whitworths’ latest NPD innovation – Wondermix. The product offers nutrient-dense nut, seed and dried fruit mixes that specifically aid certain health benefits.
Whitworths Wondermix snack packs were initially launched across 700 Tesco stores, with roll-out in Coop, Morrisons and other retailers over the coming months.
Phil Gowland, Commercial Director at Whitworths, said: “We are incredibly excited to see our new campaign hit TV screens. Bringing to life the sheer nutritional power crammed into our dried fruits, nuts and seeds with our Tiny Power character, will hopefully jolt consumers to see the category in a new light.
“This campaign is our biggest investment in the brand to date and not only moves Whitworths towards a more positive market position as a nutritional powerhouse brand but also has the whole category at its core. As a category, we all have an important role to play in promoting increased consumption of dried fruit, nuts and seeds to help contribute to the improved health of the nation.”
The integrated campaign also features out-of-home six sheets outside key retailers nationwide and a £1m investment into in-store activations from July. The campaign will be supported by PR and social activity, along with disruptive stunts and experiential activations.
