Posted onDecember 21, 2013
Kellogg’s has turned around the performance of its Crunchy Nut brand following a catalogue of growth initiatives which have boosted value sales by 10% to £88m in the last year.
The brand has grown following a brand overhaul last year and in the last 12 weeks alone the brand has enjoyed a 24% leap in sales.
Key to this success was the roll out of a six million pound media campaign focusing on ‘taste’, which saw Crunchy Nut return to its ‘the trouble is they taste too good’ tag featured in its 1980s advertising.
Sales have also soared after the introduction of a suite of new products, mass sampling and experiential activity which saw the brand opening pop up restaurants serving Crunchy Nut in major shopping centres around the country.
Crunchy Nut sampling vans also visited 156 supermarkets nationwide and gave out four million product samples and coupons to target homes across Britain.
Jenny Powell, brand manager at Crunchy Nut, said:
“The re-launch of Crunchy Nut last year helped us to change the way people think about the brand by simply reminding them how delicious it is.
“This has been done by making taste “king” in our advertising and really driving brand saliency hard through in store focus, sampling to get people to try it again and also bringing new innovation to Crunchy Nut.
“It’s created a real buzz with shoppers and has brought them back to the brand.
“Crunchy Nut seemed to have lost its way for a while but now it’s now at the forefront of people’s minds and latest sales figures speak for themselves.
“We know 31% of the UK are now eating Crunchy Nut products which is a 20% jump from last year.”
In a linked move, Kellogg’s launching a new chocolate cereal.
Crunchy Nut Chocolate aims to capitalise on the increasing popularity of chocolate cereals- a market which is growing 5% year on year and is purchased by 42% of UK households.
Crunchy Nut Chocolate contains real chocolate curls and will be available in all major supermarkets and convenience stores from July 2013, priced at £2.69 for a 340g box.
This is the fifth new addition to the Crunchy Nut range in the last year following the introduction of Crunchy Nut Red Bites, Crunchy Nut Cranberry and Almonds, Crunchy Nut Glorious Oat Granola Chocolate and Hazelnut and Crunchy Nut Glorious Oat Granola Fruit and Nut.
It brings the total number of Crunchy Nut products in the market to 11.
The launch will be supported by a two million pound media campaign, which includes a new TV advert, mass sampling and a host of digital activity targeting the brand’s 300,000 plus Facebook followers.