Sun-Pat launches integrated Fuel Your Dreams campaign
Sun-Pat has announced it is launching a campaign to encourage Brits to pursue their dreams. Teaming up with Olympic gold medal winning swimmer Adam Peaty, and TV and Olympic presenter Helen Skelton, Sun-Pat is asking consumers to tell them what they dream of for the chance for it to come true for a day. Sun-Pat, worth more than £18m, has a 25.6% share of the Nut Butter Category, making it the biggest brand in terms of volume sales.
The integrated Fuel Your Dreams campaign, centered on a competition, will also include creative photography, video creation, broadcast and print PR, consumer research and influencer activity, all aligned to reach consumers in October.
Sun-Pat commissioned research that showed that 4 out of 5 Brits who followed their dreams also had an active childhood. The research also found that 15.6M Brits have pursued their dreams in life, while over half (51%) of all Brits believe they would have pursued their dreams further if they had more energy as a child.
The third largest category in the Spreads market, but the fastest growing, Nut Butter value sales continue to grow, with an increase of 16% year on year. David Atkinson, Managing Director Grocery, The Hain Daniels Group said, “The category continues to explode with the biggest growth in the whole of Spreads, and the Fuel Your Dreams campaign will help raise brand awareness amongst consumers new and old. At Sun-Pat we’re passionate about making great peanut butter and encouraging people to have an active lifestyle, balanced diet and to pursue what they dream to be”.
Two winners will share their dream experience with Adam or Helen for a day, and also receive a year’s supply of Sun-Pat Peanut Butter. Winners, and eight further runners up, will also receive a £1,000 donation to make to a local group of their choice, as Sun-Pat helps to ensure that future stars are equipped to achieve their own dreams.
Sun Pat’s Fuel Your Dreams competition is open until Friday 16th November 2016 at 23:59, and is open to UK residents of all ages.