The Lounge hosts restaurant and sampling integrated tour for Crunchy Nut
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Kellogg’s has turned to a famous strap line which helped launch the TV career Hugh Laurie to promote its Crunchy Nut cereal. The cereal giant is set to launch a £6 million, six month campaign to remind consumers just how good Crunchy Nut tastes.
The centrepiece of the campaign will be the re-using of its famous ‘the trouble is they taste too good’ tag which featured on Crunchy Nut advertising in the 1980s. In 1985 the same tag line appeared in a series of Crunchy Nut adverts which featured a very young Hugh Laurie before he shot to fame in Blackadder.
Kicking off this month, the marketing programme combines TV advertising with sampling and experiential activity. Over the summer months, Kellogg’s will be opening pop up restaurants serving Crunchy Nut in Birmingham’s the Bullring, Manchester’s Arndale shopping centre and Westfield White City.
Linked to this, Crunchy Nut sampling vans will hit 156 supermarkets nationwide and 4 million product samples and coupons will be dropped to target homes across Britain.
Crunchy Nut brand manager Ruth Gresty, said: “Crunchy Nut is all about the taste, so it seemed perfectly natural that we’d go back to an advertising idea which worked so well for us in the past. But, this campaign is more than just finding new uses for an old tag; it’s about delivering a genuinely big bang campaign to remind consumers how this product is a great eat. “It’s comfortably the most ambitious marketing plan we’ve had for the brand and is designed to get Crunchy Nut in front of people through as many touch points as possible.”
The Crunchy Nut advertising campaign has been developed by Kellogg’s’ chief creative agency, Leo Burnett, with experiential delivered by London based agency the Lounge Group and digital by Glue Isobar.
The return to Crunchy Nut’s famous 80s strap line follows the decision by Kellogg’s earlier this year not to renew comedian Rob Brydon’s contract as the brand’s front man. For the last year Rob had appeared as Bruce Bowls – an anchorman for fictional TV show ‘Good Morning’ – in the brand’s advertising.
