Skippy - Spreading the love
SKIPPY® is the world's No’ 2 best-selling peanut butter but with a low profile in the UK. Our brief was to reposition the brand and appeal to a new, younger, twenty-something UK audience.
Attributes such as its smooth and spreadable nature, it's balanced sweet yet savoury taste and of course, it's sheer scrumminess had to be front and centre. As listings and shelf space were dominated by the No’1 brand, pack recognition was also high on the list of must-haves.
Our pitch winning campaign was based around the fact that our 20s is the decade when many of us start to become more comfortable with individuality and self-expression. The campaign line ‘Spread it, Mix It, Dip it, Own It’ invites
the audience to enjoy SKIPPY, whichever way they choose, while also showing it’s versatility as a spread and an ingredient. The 5 characters featured across the campaign also embodied the product attributes.
The campaign ran across TV, social and digital proximity OOH.
Skippy - Spreading the joy
After several years of a very successful campaign, Hormel Foods decided Skippy should follow more closely the US campaign, so we developed work around the line “Where there’s a jar, there’s joy”.
Again targeting those tricky Gen Z and Millennials we created a USG style route based on social memes and trends and shot the whole lot ourselves in-house.
Results
58%
Uplift in sales after live date
340K
Impressions on all social channels
4
New vendor locations in the UK